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StumbleHarrah’s deal to bring digital advertising to ‘high-traffic’ areas
Published Tuesday, Nov. 2, 2010 | 11:12 a.m.
Updated Friday, Nov. 5, 2010 | 3:45 p.m.
Sun Coverage
Harrah's Entertainment Inc. of Las Vegas has plenty of walls on and in its casinos and hotel rooms -- and a deal announced today will see more digital advertising displays on those walls.
Reach Media Group (RMG) of San Francisco said it and Harrah’s are launching a new "place-based Hospitality Entertainment Network."
The network will include 50,000 screens in "high-traffic, long dwell-time locations" in Harrah’s-owned hotels and casinos such as the Caesars Palace and Planet Hollywood resorts. The 50,000-screen total includes in-room television sets.
RMG said it will have the ad sales rights to represent the screens outside the hotels, on gaming floors and in hotel rooms. Harrah's restaurants, shows and other attractions may be advertised on the screens beginning next month.
RMG said it plans to manage, build and grow the network to 75,000 screens by the end of 2011.
"Advertisers now acknowledge the value of place-based video and the ability to target active consumers as a great complement to the marketing mix. By launching a new network in partnership with Harrah’s Entertainment, RMG delivers further expanded reach and an active audience base to marketers by providing them with the opportunity to tap into this highly-coveted segment," Garry McGuire, CEO of RMG Networks, said in a statement.
Advertisers can reach target audiences via "geo-targetable" mobile display ads, mobile coupons, online loyalty programs and touch screen systems, RMG said.
"We’ve been very impressed with RMG’s expertise and record of success with a variety of consumer brands, and look forward to a mutually rewarding relationship," David Norton, senior vice president and chief marketing officer for Harrah’s Entertainment, said in a statement.
RMG said it already has 190,000 screens connecting with consumers with its Fitness Entertainment Network at fitness centers around the country, its in-flight seatback Traveler Entertainment Network, its NYTimes.com Today Network at coffee shops and eateries and its Point-of-Care Network at pharmacies and doctor's offices.
Terms of today's deal with Harrah's -- which owns, operates or manages 52 casinos in seven countries -- weren't disclosed.
Discussion: 2 comments so far…
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Tourists come to Las Vegas to get away from this sort of thing!
It is being reported that there are internal e-mails from Harrah's, showing that management has been pressuring its employees to vote for Harry Reid in the Senate race.
And they will pass on 'digital advertising fee' to their hotel guests.
"The network will include 50,000 screens in "high-traffic, long dwell-time locations ..."."
So as you're waiting in line at check-in, for the buffet, for a cab, for an elevator, whatever, you'll be exposed to maximum saturation advertising. It's a pretty clever way to boost revenues, but how much is too much?
I would gladly look at electronic advertising instead of dirty carpet, dingy walls or huckster games on the sidewalk. Harrah's casino in particular is so musty and depressing, some electronic media might be a big improvement.
I agree with mrjb,
Sad, but will become a growing trend, Advertising, advertising, advertising everywhere.
"When executing advertising,it's best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you dissapear instantly."I guess John O'Toole's famous quote was a little premature for todays speil.Oh wait,we still can make them dissapear,by not going to the place where we can't make it dissapear.
I wouldn't be caught dead in a Harrah's outfit anyway...they treat customers like morons...they started 6:5 blackjack.