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Harrah's Launches New 'Set for Life' Promotion

LAS VEGAS -- (PRESS RELEASE) -- Mention the phrase "set for life" to most people and one of three things comes to mind: golden parachute, IPO or inheritance. A subsidiary of Harrah's Entertainment, Inc. (NYSE: HET) is forging new strategic links to top consumer brands and expanding existing corporate relationships to provide its customers with another way of achieving the good life.

Set for Life, Harrah's newest customer promotion, will award gambling patrons with a variety of prizes - including an annual $100,000 cash infusion - for life*. The promotion will expand existing alliances with Royal Caribbean International® and Macy's department stores while joining Harrah's with BMW, American Airlines, Godiva, Blockbuster Inc., The Sharper Image and 1-800-Flowers.com for the first time.

Set for Life launches at select Harrah's casinos this week, with additional casinos following suit through Oct. 31. In all, 23 casinos owned, operated or managed by Harrah's Operating Company, Inc. will participate in the promotion. The promotion concludes Dec. 11, when customers from around the nation will join together to view the drawing via a video simulcast based in Las Vegas to identify nine players who will be "set for life."

"This is the most innovative promotional concept Harrah's has ever instituted," said Ginny Shanks, the company's senior vice president of acquisition marketing. "Never before has a casino company utilized so many corporate alliances to provide customers with such a wide range of spectacular prizes."

The nine Set for Life prizes are:

-- Set for Life Grand Prize: Winner receives $2 million paid out in annual installments of $100,000 for 20 years

-- BMW Z4 for Life Prize: Winner receives necessary paperwork to gain title to four new Z4s from Steve Thomas BMW in Camarillo, CA

-- Cruises for Life on Royal Caribbean International(R): Winner receives 20 three-day cruises for two sailing from a port located in the Continental United States

-- Air Travel for Life on American Airlines: Winner receives 1 million American Airlines AAdvantage(R) Bonus Miles deposited directly into an American AAdvantage account

-- Macy's Shopping Spree for Life: Winner receives $20,000 in Macy's gift cards good at participating Macy's stores and Macy's online

-- The Sharper Image Shopping Spree for Life: Winner receives $20,000 in Sharper Image Reward cards that can be redeemed in more than 165 Sharper Image stores nationwide, by mail, online or through their toll-free customer service at 1-800-344-4444.

-- Flowers for Life by 1-800-Flowers.com: Winner receives 240 $60 gift certificates good for orders through toll- free customer service or online

-- Godiva Chocolates for Life: Winner receives 240 $30 gift certificates good for Godiva purchases in participating stores and online

-- BLOCKBUSTER(R) Movie Rentals for Life: Winner receives 1,040 BLOCKBUSTER movie rental cards good for one free VHS or DVD movie a week at participating BLOCKBUSTER locations

Each of the 23 participating casinos will select three entrants who will qualify for the random drawing held during the Set for Life culmination event on Dec. 11. One additional entrant will be selected among those who register at American Airlines' website -- http://www.aa.com/harrahs -- for a chance to win prizes or the grand prize of $100,000 a year for life*.

No purchase or play is required to participate in Set for Life. Eligibility verification is required before Set for Life prizes are awarded and entry into the culmination event is granted. Tracy Locke is the agency that developed the Set for Life promotional concept.

Founded 66 years ago, Harrah's Entertainment, Inc. owns or manages through various subsidiaries 28 casinos in the United States, primarily under the Harrah's brand name. Harrah's Entertainment is focused on building loyalty and value with its valued customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.

* Life is defined as a 20-year period. $2,000,000 prize paid out in periodic payments. "Prizes for Life" to be awarded in separate promotion. See Total Rewards Center for complete official rules and details. Membership rules and certain restrictions apply for rental at BLOCKBUSTER(R). No purchase necessary. Odds of winning depend on number of eligible entries, eligibility rules and limitations. BLOCKBUSTER name, design and related marks are trademarks of Blockbuster Inc. (C)2004 Blockbuster Inc. All rights reserved. Trademarks used herein are trademarks of Harrah's Operating Company, Inc. or of the represented third parties and used with their permission. Must be 21 or older to enter or gamble. Know When To Stop Before You Start.(R) Gambling Problem? Call 1-800-522-4700. (C)2004, Harrah's Operating Company, Inc. All Rights Reserved.

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