Harrah's taps R&R for branding mission

LAS VEGAS: In an effort to redefine and differentiate its recently merged roster of hotel properties, Harrah's Entertainment Las Vegas has teamed with R&R Partners to craft a series of brand-building PR initiatives.

LAS VEGAS: In an effort to redefine and differentiate its recently merged roster of hotel properties, Harrah's Entertainment Las Vegas has teamed with R&R Partners to craft a series of brand-building PR initiatives.

While Harrah's works with a number of firms, the company chose Vegas-based R&R for these specific assignments "because of the agency's impressive marketing achievements in travel and entertainment," said Debbie Munch, VP of PR for Harrah's Entertainment Las Vegas.

R&R's projects span the client's hotel portfolio, which comprises Bally's, Caesars Palace, The Flamingo, Paris, Rio, and Harrah's. According to Munch, initial work focuses on three key areas for which the firm will provide strategic communications, media outreach, event coordination, and sponsorship development, primarily in the US and Canada.

As part of The Flamingo's overall repositioning effort, R&R will oversee outreach for R&B singer Toni Braxton's headlining engagement at the hotel, which begins Aug. 3. And on behalf of Caesars, R&R has partnered with GQ magazine to search for "the modern-day Caesar," Munch said. "The person who reflects the image of the new Caesars Palace," still Sinatra-chic, but with a contemporary edge.

In addition, R&R is spearheading efforts for the 25th anniversary of Jubilee! at Bally's. The campaign, centered around the history of the production and its lavishly costumed performers, includes celebrity outreach and showgirl auditions, as well as cast appearances on regional daytime TV.

A critical element of R&R's work for Harrah's is its proactive rather than reactive nature, added Mary Ann Mele, the firm's president and chief strategic officer.

Provocative R&R-crafted print ads for Paris Las Vegas, for example, "caused [such] buzz," she said. "The phones started ringing, and PR jumped right on it, reaching out to key travel publications and telling the story. It's a neat opportunity to show how advertising and PR can work together to extend talk about your brand."

R&R originally worked with the client prior to Harrah's merger with Caesars Entertainment, as the principal PR firm on a 2005 campaign for Caesars' $400 million Augustus Tower addition.

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