• Brandweek, Monday, March 30, 2009 11:45 AM

Harrah's is launching an "Everybody Plays a Part" initiative that uses its 30,000-plus employees to convey the message that "gaming is a very social experience," as Harrah's CMO David Norton puts it. The campaign began with an employee rally at Harrah's Atlantic City properties earlier this month, Elaine Wong reports, and will roll out to casinos across the U.S. in April.

Individual units can put their own spin on the theme. The goal, Norton says, is for employees to brainstorm ideas behind the scenes (such as, "What part do you play?" and "How do you build upon that role?") and convey these messages through signage that may take on the form of specially designed nametags, decorations on work apparel and poster-size visuals.

The effort reflects the brand's desire to shift from "fun and gaming" to a more "social aspect," according to Norton. "[Consumers] might win or lose but they want to have a great time and the employees are the ones that can deliver that experience," he says.

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