Press Release: Harrah's Entertainment Inc.
November 5, 2001
LAS VEGAS, NV -- Harrah's Entertainment Inc. (NYSE:HET) Nov. 1 announced its Rio All-Suite Hotel & Casino and
Dennis Publishing's Maxim Magazine will host the inaugural Maxim Lounge party at the Las Vegas resort Nov. 17.
The private, invitation-only event will be staged in the Rio's exclusive Palazzo Suites in conjunction with the
Hasim Rahman-Lennox Lewis heavyweight title fight that is expected to draw a host of entertainers and other celebrities
to Las Vegas. Additional events are being planned for the facility.
``The Maxim Lounge concept offers an exciting new opportunity to continue to develop the Maxim brand beyond the
magazine,'' said Stephen Colvin, president of Dennis Publishing. ``The lounge party at the Rio is the first of
what will become a recurring national branding presence for Maxim.''
In the past, Maxim has used events such as the Super Bowl, the Oscars and the Olympics to increase brand visibility
among consumers.
``The Maxim Lounge concept takes this event presence to the next level by introducing a surprising brand experience
that enables Maxim to showcase itself to a very elite crowd,'' Colvin said.
The Rio will also benefit from cross-promotional opportunities, according to Richard Mirman, senior vice president
of marketing for Harrah's Entertainment.
``We are leveraging the Maxim brand to attract celebrities and hip customers to the Rio,'' Mirman said. ``The Maxim
brand has a certain panache that plays well with the Rio's positioning in the Las Vegas market.''
The Rio, which offers more than 2,500 suites and 120,000 square feet of gaming space, is known for exciting entertainment,
gourmet dining and fine shopping.
``As part of our cross-promotional efforts, Harrah's and Dennis Publishing plan to conduct an Internet sweepstakes
and to explore other branding opportunities,'' Mirman said. ``In addition, the Rio will begin advertising in Maxim
Magazine, which has reader demographics that fit perfectly with the property.''
Maxim is the men's lifestyle magazine published 12 times a year by Dennis Publishing. Editor in Chief: Keith Blanchard.
General Manager: Lance Ford. Group Publisher: Carolyn Kremins. Maxim's ABC Publishers Statement for the period
January-June 2001 is 2,513,146. Guaranteed rate base is 2.5 million. The U.S. edition of Maxim launched April 1997
and is nationally distributed by The Curtis Circulation Company. The North American phone number for Dennis Publishing
is 212/302-2626.
Founded more than 60 years ago, Harrah's Entertainment Inc. is the most recognized and respected name in the casino-entertainment
industry, operating 25 casinos in the United States, primarily under the Harrah's brand name. With a combined database
of more than 24 million players, 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.
More information about Harrah's Entertainment is available on the company's Web site, www.harrahs.com.
This release includes ``forward-looking statements'' intended to qualify for the safe harbor from liability established
by the Private Securities Litigation Reform Act of 1995. These forward-looking statements generally can be identified
by phrases such as the company ``believes,'' ``expects,'' ``anticipates,'' ``plans,'' ``foresees,'' ``forecasts,''
``estimates'' or other words or phrases of similar import. Similarly, such statements herein that describe the
company's business strategy, outlook, objectives, plans, intentions or goals are also forward-looking statements.
All such forward-looking statements are subject to certain risks and uncertainties that could cause actual results
to differ materially from those in forward-looking statements. Such risks and uncertainties include, but are not
limited to, economic, bank, equity and debt-market condition; changes in laws or regulations; third-party relations
and approvals; decisions of courts, regulators and governmental bodies; factors affecting leverage, including interest
rates, abnormal gaming holds, construction disruptions and delays; ineffective marketing; effects of competition;
and other risks and uncertainties described from time to time in the company's reports filed with the U.S. Securities
and Exchange Commission.
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Contact:
Harrah's Entertainment Inc., Las Vegas
Josh Hirsberg, 702/407-6376 (Investors)
Gary Thompson, 702/407-6529 (Media)