Caesars Entertainment appears ready to launch a massive marketing program aimed at expanding the reach of its industry-leading Total Rewards program.
The details are not known at this point, but it is expected Caesars CEO Gary Loveman will have something to say about it when the company holds its fourth quarter conference call Feb. 29.
The program is likely to reach across most of the country since Caesars already has unsurpassed geographic diversity with more than three-dozen casinos that it owns or operates from California to New Jersey. Most of the action, of course, is centered at is major destination resort properties in Nevada and New Jersey.
The expected upcoming Caesars announcement comes on the heels 
of a similar expansion of marketing efforts by MGM Resorts International with Ameristar Casinos, the operator of eight casinos throughout middle America. The MGM program will give Ameristar’s best customers access to the long list of amenities available at MGM’s Las Vegas resorts.
What Ameristar gets out of this is the opportunity to offer a Las Vegas experience to its customers without the necessity of spending a billion dollars or more to build or buy a Las Vegas property of its own.
Pinnacle Entertainment with casinos in Indiana, Louisiana and Missouri had previously opted for the same strategy when it signed a marketing agreement with Wynn Resorts.
As a result of that agreement with Wynn, Pinnacle is no longer considering the purchase of a Las Vegas property.
But in any case, the goal is the same, to bring a brand closer to customers wherever they may live.
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