A Win-Win Situation

From bingo to jackpot

In 1937, a local businessman opened a small bingo parlor in Reno, Nevada. Seventy-five years later, Caesars Entertainment was the largest gaming corporation in the world.

Caesars had transformed into an empire worthy of its namesake by focusing on the customer experience. More than a decade ago, Caesars changed the game—and the gaming industry—when it launched the first ever casino loyalty program, Total Rewards. Every major casino soon followed. But Caesars had always been about more than just gaming. As Total Rewards evolved into a program that recognized customers who indulged in shopping, dining and leisure—as well as gaming—the brand needed a way to speak to and capture its newfound broader audience.

Going all-in

The objective for Siegel+Gale was to develop a new verbal and visual identity for Total Rewards that addressed the wider customer base. We started by redefining “Total Rewards” with a brand platform that speaks directly to Caesars’ myriad offerings: “Total Rewards. More of what members want.” In the new definition, “More” emphasizes the diversity of the Caesars properties and products, and “of what members want” alludes to the endless options customers have when they visit a Caesars resort, the exclusive benefits of being a rewards member, and Caesars’ ability to provide targeted, relevant offers to its members.

To bring the new brand platform to life, we created a new visual system, including new logos for Total Rewards and Seven Stars, the program’s highest tier, and updated the layout and design of the Total Rewards website,, based on the new identity. We also extended the expression of the Total Rewards to mnemonic and motion design. The playful new logo, “TR” encircled by a globe, reflects the program’s energy and excitement. It also refers to the worldwide network of Caesars properties and the global reach of Total Rewards membership. Lastly, the new Total Rewards logo indicates a diverse world of rewards. The new Seven Stars logo and visual system convey elegance, sophistication and exclusivity of top-tier membership. To ensure a seamless brand experience among all Caesars customers, Siegel+Gale evaluated consumer touch points and developed new customer experience concepts where improvement was needed.

To provide a lasting and impactful library of imagery, Siegel+Gale developed and oversaw the creation of a proprietary brand photography portfolio. We traveled to four cities in nine days. Our photographers captured the essence of Caesars’ life—shopping, dining, pampering and gaming—with hyper-realistic images. The photos debuted on Caesars properties and in print and digital communications.

To help Caesars promote the unveiling of the new Total Rewards, Siegel+Gale crafted a comprehensive creative strategy that tied together every stage of the promotion. Our work included a range of design, copy and promotional guidelines for the pre-launch tease, the promotion kickoff and the subsequent launch of the new Total Rewards.

On a roll

Total Rewards launched its refreshed identity on March 1, 2012, with a multicity concert extravaganza touching down in Las Vegas, Los Angeles, New York and Chicago. A-list entertainers flocked to the red carpets to have photos taken with the new Caesars identity. Revelers found the fastest way to the party by going online to the Escape microsite ( as well as, which experienced its highest-ever single-day web traffic. At the 2012 WebAwards, the Total Rewards site was awarded a "Standard of Excellence" citation in the Entertainment category.

The excitement for Caesars didn’t stop at Total Rewards. Across Las Vegas Boulevard, its license to use the iconic Imperial Palace name was expiring at the end of the year. Caesars took the opportunity to reinvent the hotel and casino, considered one of the Strip’s most welcoming places to have a good time. The new name, The Quad, evokes the resort’s position in the middle of all the action, fueling connection and activity for diverse audiences. Not to be outdone, the property will soon be adjoined by The LINQ, an open-air retail, dining and entertainment district that will redefine life at the heart of the Strip.

Download PDF

Related work