Harrah’s Entertainment of Las Vegas recently struck a deal to add more digital advertising to the walls of their hotel rooms and in their casinos. Reach Media Group (RMG), based out of San Francisco is teaming up with Harrah’s Las Vegas to create a new “place-based Hospitality Entertainment Network” which will certainly boost guest reservations and thus revenues for the casino and its properties.
The Hospitality Entertainment Network
The advertisements should catch the eye of millions of visitors as the network will consist of 50,000 screens strategically located in high traffic, long dwell-time areas within Harrah’s properties including, Caesar’s Palace and Planet Hollywood resorts. The advertisements will consist of upcoming Harrah’s shows, restaurants, nightlife and other attractions. The Hospitality Entertainment Network is set to air the first advertisement in December 2010.
RMG’s Plan
RMG has acquired a deal to have the ad sales rights to utilize the screens outside of Harrah’s properties. Also, RMG is planning to expand the Hospitality Entertainment Network to 75,000 screens by the end of 2011. RMG recognized that advertisers now accept the value of location-based video advertisements to target customers. This network should expand the reach of Harrah’s Entertainment to active marketing base that will allow them to tap into this segment.
The Future of Advertising
With this network, advertisers will be able to target consumers through geo-targetable mobile advertisements, mobile coupons, touch screen systems and online loyalty programs. RMG is an industry leader of location-based advertising systems.
click here to see most Popular PagesRMG’s Other Brands
RMG currently has 190,000 screens that connect to customers through six networks including the Fitness Entertainment Network. These can be found at fitness centers across the country. Also, they created the NYTimes.com Today Network found at coffee shops and restaurants and the in-flight seatback Traveler Entertainment Network. Additionally, the Point-of-care Network which displays advertisements at pharmacies and doctors’ offices.
Other Advertising Attempts
Although this is a new and innovative idea for the casino industry, there have been a few attempts in the past. For example, the Casino Channel Network (CCN) had advertising screens running at the Luxor and Excalibur hotels for almost one year. These were not effective and thus discontinued.
Despite past attempts, with a track record of success through its other networks, RMG may be bringing something new to the table. Over 60 million active viewers are an advertisers dream. If Harrah’s can reach as many individuals as the other networks, they are sure to significantly increase revenues over the long-term.
