To kick off their new look and benefits of Total Rewards, Caesars Entertainment launched a promotional giveaway called “Escape to Total Rewards” with, they say, upwards of 90,000 in prizes including two-night trips to Las Vegas.
Total Rewards, the country’s leading entertainment loyalty program, is the incentive program for players at casinos owned by the 52 worldwide Caesars Entertainments. The more you play, the more complimentary rooms, meals, etc. you receive. Caesars Entertainment says they are “focused on building loyalty and value with their guests through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership”.
To play, you enter a code online and “spin.” An array of images passes before your eyes and where it stops determines what you win. When it stops on the new logo, all you get is an entry into the sweepstakes drawing at the end of the contest. So essentially … you lose.
You get up to 11 spins a day. This was actually brought to my attention by a friend who uses it. She tells me that she and her friends who have been playing to win since its inception (March 1), all have several dozen entries into the sweepstakes.
So now, when they see the “coveted logo” (that’s how it’s described when it comes up!), they feel a terrible letdown. Who needs another sweepstakes entry?
Is this very good brand building to have players associate the new logo with losing? For those who recognize the Total Rewards logo and are forming impressions of what it stands for . . . this is, indeed, a misstep!
As far as the logo visual, their statement is as follows: It is intended to “capture the energy and excitement of the Total Rewards program, and to illustrate the global network of experiences to which guests have access just by virtue of being a Total Rewards member”.
My thought is … this logo is analogous to someone who got out of bed and forgot to comb their hair before they went out. A tangled web, which is meant to represent their “global network of experiences”, with an angry “TR” inside it. Not much positive going on with this branding.