Betting on Lifestyle Marketing

Vegas aficionados aside, many people refuse to step into casinos. They’ve never gambled, never will. But they just might be enticed by an appearance by their favorite author or chef.

Harrah’s Entertainment is betting on a new concept it has dubbed “Lifestyle Events,” where the company will focus on consumers’ interests outside the casino. “We know that our consumers’ interests are quite varied,” says Erin Corbett, vice president of brand activation at the Las Vegas-based company. “We hope these lifestyle events show that coming to our hotels and casinos can offer an experience for both the gambler and non-gambler.”

Best-selling author Barbara Taylor Bradford recently appeared at the Harrah’s casinos in Joliet, Ill., St. Louis and Kansas City to sign copies of her latest book and meet and greet guests.

In the coming months, Harrah’s Casino Hotels throughout the United States will also feature cooking lessons from a few of their renowned chefs, special movie showings and father-and-son nights.

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