Harrahs Customers to Search the Mojave for $1 Million

19th Feb 2004

Among the rocks and rough terrain, it won’t remain undetected for long. A treasure chest containing a $1 million prize soon will be unlocked by
one of dozens of Harrah’s Casinos players scouring the desert in search of
riches, as part of the company’s upcoming Treasure Hunt promotion.
Harrah’s will hide a series of treasure chests throughout the Nevada
desert and, on May 4, the casino enthusiasts will be provided with a
guide, a map and a four-wheel-drive vehicle to track down the elusive
prize boxes. When the search is over, one of the treasure hunters will
leave the Mojave with $1 million.

Treasure Hunt property promotions, which begin at select casinos on Feb.
22, will launch at all 23 participating properties by March 7. Up to four
contestants will be randomly selected from each participating casino for
their chance to kick up some dust and become Harrah’s latest
million-dollar winner. Each of the selected entrants and a guest will
receive an all-expenses-paid trip to Harrah’s Las Vegas.

This marks the second time Harrah’s has executed the Treasure Hunt
promotion. In 2001, nearly 400,000 casino players from across the country
participated in the first Treasure Hunt promotion, with Shirley Miller of
Las Vegas taking home the $1 million.

“Treasure Hunt became an instant classic when we introduced it three years
ago,” said Ginny Shanks, senior vice president of acquisition marketing.
“Many of our players have been raving about the promotion ever since, so
we’re thrilled to be bringing back this one-of-a-kind event. There’s no
question in my mind that this year’s Treasure Hunt will be bigger and
better than ever.”

Contestants can obtain entries by playing slot machines or video games and
using their Harrah’s Total Rewards card at Harrah’s nationwide or Rio in
Las Vegas, Harveys in Lake Tahoe and Showboat in Atlantic City or by
obtaining free entries, as no play is required to enter the Treasure Hunt


Founded 66 years ago, Harrah’s Entertainment, Inc. owns or manages through
various subsidiaries 25 casinos in the United States, primarily under the
Harrah’s brand name. Harrah’s Entertainment is focused on building loyalty
and value with its target customers through a unique combination of great
service, excellent products, unsurpassed distribution, operational
excellence and technology leadership.


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