Caesars Entertainment Group Launches Updated Brand Platform and Visual Identity for Total Rewards Program, Developed by Siegel+Gale

Total Rewards Offers "More of What Members Want"

Apr 04, 2012, 08:00 ET from Siegel+Gale

LOS ANGELES, April 4, 2012 /PRNewswire/ -- Global strategic branding firm Siegel+Gale ( today announced the launch of strategic brand development work for Caesars Entertainment Corporation, the world's most diversified casino-entertainment company. Siegel+Gale worked with Caesars to re-define the brand platform and visual identity for Total Rewards, Caesars' award-winning customer loyalty program.


Siegel+Gale created a brand platform to address Caesars' abundant offerings and demonstrate the breadth and depth of their casino and entertainment network: "Total Rewards. More of what members want." This means having better ways to earn and redeem credits for activities that go beyond gaming— from shows and shopping, to dining and leisure. It emphasizes the diversity of Caesars' properties and products and alludes to the unexpected experiences members can access through Total Rewards.

"Visitors to Caesars' casino and entertainment properties come for the whole experience," said Nicholas Lakas, director of Brand Management at Caesars Entertainment Corporation. "By broadening the reach of Total Rewards, we are rewarding all of our core audiences, not only the gamers, and thanking them for being a loyal customer—no matter what they enjoy at Caesars. We're giving our members more of what they want."

To bring the new brand platform to life, Siegel+Gale developed a comprehensive visual system and two logos—one for Total Rewards and the other for Seven Stars, the highest tier in the program. The Total Rewards logo depicts "TR" encircled by a globe, referring to the worldwide network of Caesars properties, while also indicating the diverse world of rewards offered by the program. An animated version of the Total Rewards logo is available for on-property branding and for use on multimedia platforms, and uses the distinctive light featured in the brand's visual identity. As the upper tier of the Total Rewards program, the Seven Stars logo and visual style convey elegance and sophistication.

To further develop Total Rewards, Siegel+Gale developed and oversaw the creation of a proprietary brand photography portfolio, designed to capture unexpected moments during shopping, dining, pampering and gaming through hyper-realistic photography. Images from the new collection can be seen in the newly designed Total Rewards brochure, throughout Caesars' properties and in print and digital communications.

"Caesars is the pioneer of the casino loyalty program, and the work produced by Siegel+Gale truly enhances Total Rewards and sets it apart from other industry loyalty programs," said Jason Cieslak, managing director at Siegel+Gale. "Total Rewards has a distinctive brand platform and a unique visual identity that it now owns."

The new brand launched with the Escape to Total Rewards promotion, where Siegel+Gale was tasked to create a connection between the new look and feel of Total Rewards and the launch campaign. Siegel+Gale crafted a comprehensive creative strategy through design, copy and promotional guidelines for the promotion's three stages: pre-launch tease, promotion kickoff and launch.

About Caesars Entertainment Corporation

Caesars Entertainment Corporation is the world's most diversified casino-entertainment company. Since its beginning in Reno, Nevada, 75 years ago, Caesars has grown through development of new resorts, expansions and acquisitions and now operates casinos on four continents. The company's resorts operate primarily under the Caesars®, Harrah's® and Horseshoe® brand names. Caesars also owns the World Series of Poker® and the London Clubs International family of casinos. Caesars is focused on building loyalty and value with its guests through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership. We are committed to environmental sustainability and energy conservation and recognize the importance of being a responsible steward of the environment. For more information, please visit

About Siegel+Gale

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, simplification, research and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, the Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, Qatar Telecom, SAP, Sony PlayStation, Yahoo! and the YMCA.

Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.

Contact: Gail Nelson, 212-453-0468

SOURCE Siegel+Gale