Harrah’s, a Caesars Entertainment brand, has launched a primary of its kind promotional collaboration combining both their land-based casino in Atlantic City and their New Jersey online gaming operations. The brand new promotion allows consumers to take part in weekly digital treasure hunts at Harrahscasino.com, where they play for $40,000 in cash and prizes leading as much as September 30. Players are ultimately competing for a place within the October 18 live treasure hunt event at Harrah’s Resort in Atlantic City.For each weekly challenge a player completes, they'll receive a $25 bonus play and an entry into the weekly drawing of $800 in bonus play prizes. Players may also then get an entry for the second one chance drawing to win a place within the Live Treasure Hunt Event.Adrian Bailey, vice chairman of digital and head of casino for Caesar’s Entertainment said that he was taken without warning by the disconnect of offline properties and online gaming, and that this new campaign “…will create a shopper experience the industry has not yet seen,” by bridging that gap. “The Harrah’s brand is understood for bringing customers the world’s best in entertainment and this treasure hunt will showcase our finest offering by combining player’s favorite digital game play with an actual world experience,” he said.One of Bailey’s strategies is not to view online and offline players as different and to specifically market to the players they have already got. “It’s a very easy promotion with really easy to go into challenges,” he said. “We’re not seeking to really increase play or get players to spend extra money then what they might normally spend. The aim of the promotion is to first of all, engage with our customers, to extend loyalty from our customers and for our customers to have more fun.”Baily also said that this promotional collaboration is a part of Harrah’s technique to be seen as a mass market brand. “I don’t think that we're looking to position ourselves as an organization that only wants what they'd call the ‘high risers,’” he said. “Harrah’s position is that any player that desires to play may be appreciated, and that’s something that this promotion highlights.” 
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