New Ads Punctuate Harrah's Commitment to Responsible Gaming
"Sometimes the person telling you not to gamble is not who you'd expect," says Gary Loveman, president and CEO of Harrah's Entertainment. But for a company that takes responsible gaming as seriously as Harrah's does, Loveman is a perfect spokesman.
To broadly disseminate this message, Harrah's has expanded an existing campaign promoting responsible gaming by running broadcast ads on ESPN as well as in local markets to underscore the company's commitment to responsible gaming, its customers and employees.
Harrah's is increasing its exposure throughout the country as a leader in responsible gaming, airing two 30-second television spots featuring Loveman during the World Series of Poker on ESPN. It's the first-ever broadcast ad campaign by a casino company dedicated to responsible gaming, according to Jennifer Shatley, director of the Code of Commitment for Harrah's.
"Everyone involved in legal wagering has a responsibility to take pro-active steps to address problem and underage gambling," said Jan Jones, Harrah's Entertainment's senior vice president of government relations and communications. "Our goal is to help create awareness of the programs we have in place to encourage responsible gaming and to increase the use of resources that are available for people who might need help."
In one spot, Loveman explains that there are times when you should or should not gamble, such as "when you're under 21 or had too much to drink… when you're lonely or depressed." At the conclusion, Loveman implores viewers who have difficulty keeping or setting a budget to get help; the National Council on Problem Gambling's toll-free help line — 1-800-522-4700 — then appears on the screen. Harrah's funded the development of this national toll-free help line in 1995.
The other TV commercial focuses on Harrah's Code of Commitment, which the company unveiled in 2001. In this ad, Loveman tells viewers that while "making sure our guests have fun is our top priority," Harrah's commitment to the highest business standards also is of key importance. With a poster-size version of the code as a backdrop, Loveman explains further that the company's Code of Commitment signifies Harrah's determination to promote responsible gaming among customers, create good jobs with benefits for employees and make its communities better places in which to live.
The campaign, created by advertising agency GMMB, originally aired in 2002 in the St. Louis market as a three-spot test campaign. According to Shatley, Harrah's planned to create a larger campaign but wanted to make sure that the ads' messages were solid and effective. The extended campaign, which began in June, is airing locally in markets with Harrah's casinos - Chicagoland, Iowa, Louisiana and Missouri - in addition to its nationwide coverage on ESPN. GMMB developed two 60-second radio spots as part of the campaign as well. These ads also feature Loveman and communicate a similar responsible gaming message as those airing on TV.
Harrah's spent more than $5 million on creative development, testing and buys for the campaign, which is part of Harrah's long-term commitment to responsible gaming. The company pioneered responsible gaming programs, including Operation Bet Smart® and Project 21®, more than a decade ago.
