Caesars Palace Direct Mail Standards

DIRECT MARKETING CREATIVE STANDARDS

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Table of Contents INTRODUCTION Purpose/Goal Brand Snapshot

colors, LOGOS & FONTS Colors ° Colors & Usage Logos ° Logos & Usage ° C ampaign Tagline & Square Sticker ° Placement of Logo & Indicia ° Correct Usage & Misuse ® ° Total Rewards & Internet Fonts ° Primary Fonts ° Legal ° Use of Typography

coPY ° ° ° ° °

° °

°

ART 3 4

5 6

7, 8 9 10 11 12

13 14 15

16

Introduction 17 Tone & Manner 18 Campaign vs. Functional 19 Message Hierarchy 20-21 Communicating Multiple Programs or Messages 22 Personalized Letter 23-24 Legal Language & Responsible Gaming Statement 25 Copyright & Trademark 25

Branding Elements ° Introduction ° Summary Page

26 27 28-30

Design Ideas ° Headline Treatments ° Mail Panel Designs ° Layout, Copy, Font & Color

65 66 67-68

TEMPLATES ° ° ° °

Frames ° Contour Bracket ° Signature Anchor ° Key Frame Window ° Banded Ribbon ° Tag Frame ° Accent Frame ° Belly Band ° Translucent Belly Band ° Laurel Frame ° Ribbon Marquee ° Extended Ribbon Marquee Treatments ° Solid Color ° Duotone ° Crystal Shadows ° Tranquil Movement ° Fresco Parchment ° Brushed Satin Surface ° Radial Gradient Devices ° Dividers ° Accessories ° Boxes ° Double Rule Image Box ° Laurel

31-32 36-34 35-36 37-38 39-40 41-42 43-44 45-46 47-48 49-50 51-52

Offers ° Layout, Color & Barcodes ® ° Reel Rewards Offers ° Required Information

69 70 71

Photography

72

Introduction Lifestyle Still Life

73 74 75-77

° ° °

PROMOTIONS/SPECIAL EVENTS GUIDELINES ° ° ° ° °

Introduction Colors Fonts Branding Elements Photography Copy

ASIAN IN-LANGUAGE DM °

60 61 62 63 64

° ° ° ° ° ° ° ° °

°

53 54 55 56 57 58 59

°

° ° ° ° ° ° °

Introduction Translation Process Fonts Colors Treatments Devices Holiday Elements Template Samples

78 79 80 81-82 83 84 85

102

CA-1 Promotions Postcard 103 CA-2 Promotions Postcard 104 CA-3 Promotions Postcard 105 CA-4 Letter Package 106 CA-5 Letter Package 107 CA-6 Special Events Envelope 108 CA-7 Self-Mailer 109 CA-8 Self-Mailer 110 CA-9 Self-Mailer 111 CA-10 Insert & Envelope 112 CA-11 Self-Mailer 113 CA-12 Letter Self-Mailer 114 CA-13 Gate Fold Invitation 115 CA-14 Double Gate Fold Self-Mailer 116

These Direct Marketing Creative Guidelines are the sole and exclusive property of Harrah’s License Company, LLC, for use by its related companies (collectively, “Harrah’s”). These creative guidelines are proprietary to Harrah’s and may not be used or reproduced in whole or in part without Harrah’s express prior written authorization.

86 87 88 89 90 91-93 94 95-98 99-101

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INTRODUCTION PURPOSE/GOAL CaesarS BEST PRACTICES Standardized direct marketing best THREE GUIDING PRINCIPLES practices will increase the effectiveness of communications by establishing brand-building consistent visual and copy approaches. Achieving this consistency and clarity, while allowing flexibility to maximize the impact of the message, will result in breakthrough, world-class creative.

Effective direct marketing collateral must contain the following guiding principles.

KEY TOPICS 째 째

Instant Recognition Each piece should include distinctive, unifying elements that make every piece unmistakably Caesars.

Stopping Power Most consumers receive an avalanche of direct mail daily; only the most impressive, breakthrough pieces will get read, while the rest are discarded.

째

째

Proper usage of brand colors, logos & fonts.

Best practices for writing effective copy.

Required branding elements to ensure brand consistency and recognition.

Communicating Promotion/Special Events messages while preserving instant recognition of the brand.

Personalization Addressing customers by name, while being personal in tone, manner and content, helps the customer feel like Caesars is not just a property, but a trusted friend.

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INTRODUCTION BRAND SNAPSHOT What is the key idea?

Caesars is the ultimate destination for indulgence.

Overall concept/brand snapshot: ° Indulge in world-class gaming and entertainment. ° Caesars is bold, iconic and engaging.

°

hey tend to be highly self-expressive, T seeking the best gaming and entertainment experience and looking to get the most out of every minute.

Caesars best practices: ° Language and tone should be confident and concise without being arrogant.

How do we want customers to feel? ° Important, as they experience the bold and captivating on a regular basis.

Positioning: ° C aesars offers indulgence to the max.

No one takes indulgence as far as Caesars.

Why should they believe us? ° The authority and heritage of the Caesars brand. ° The biggest names in entertainment. ° The most exclusive names in restaurant partners (Bobby Flay, Buddakan). ° The most luxurious spas. ° World class shopping. ° We pay attention to detail — Caesars insists on providing world-class and personalized experiences. ° We provide an extraordinary backdrop for the indulgent and adventurous.

Caesars is: ° The most gratifying, spectacular gaming experience anywhere, while evolving into a luxury lifestyle brand. ° A destination where each property offers you a world of grand spectacles, decadent nightlife, world class shopping, opulent dining and heavenly spa treatments.

Target insights (What makes these customers unique?): ° They are highly motivated to treat themselves to the “best” life experiences. ° They desire to be associated with the right place to be and “be seen”. ° They seek an exclusive, elegant environment where they know they are receiving premium hotel offerings and amenities.

Our tone/manner: ° We are confident, intelligent and elegant. ° Luxury with a wink.

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COLORS, LOGOS & FONTS

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COLORS COLORS & USAGE

Primary Colors

PRIMARY COLOR PALETTE consists of seven colors: PMS 125, PMS 871, PMS 1815, process black, PMS 424, PMS Warm Grey 2 and PMS 7501, which will provide a consistent, quality look and feel for every Caesars communication.

Gold: To symbolize wealth, the Caesars logo uses rich PMS 125 and PMS 871.

Black: Process black adds formality and importance to Caesars communications.

Pewter: To evoke a stately and confident richness, use PMS 424.

Cream: PMS 4750 and Warm Grey 2 convey sophisticated neutrality, and are ideal for backgrounds.

Red: PMS 1815 signifies the uncompromising spirit of the Caesars customer.

Secondary COLORS should be used to complement and support primary colors. They can be used

PMS 125 C 0 M 26 Y 100 K 26 R 197 G 150 B 12

PMS 871 C 20 M 25 Y 60 K 25 R 163 G 145 B 97

Black C 100 M 0 Y 0 K 0 R0 G0 B0

PMS 424 C 0 M 0 Y 0 K 61 R 126 G 128 B 130

PMS Warm Grey 2 C0 M2 Y5 K9 R 233 G 227 B 219

PMS 7501 C 0 M 4 Y 20 K 6 R 241 G 227 B 197

PMS 124 C 0 M 28 Y 100 K 6 R 238 G 178 B 17

PMS 7463 C 100 M 43 Y 0 K 65 R 0 G 53 B 95

White C0 M0 Y0 K0 R 255 G 255 B 255

PMS 574 C 34 M 0 Y 81 K 71 R 69 G 90 B 33

PMS 4975 C 0 M 73 Y 100 K 80 R 85 G 25 B 0

PMS 1815 C 0 M 90 Y 100 K 51 R 138 G 32 B 3

Secondary Colors

to give certain events or promotions their own personality, while maintaining the sophisticated Caesars feel.

These colors are provided as alternatives for use in DM and invitation designs. The Secondary Color palette consists of five colors: PMS 124, PMS 7463, PM 574, PMS 4975 and White.

Use these colors at 100%. The use of screens should be limited for all secondary colors.

Tertiary colors Palette consists of three metallic colors: PMS 8002, PMS 8521 and PMS 8962.

Tertiary colors should only be used as a spot color and never as a four-color breakout.

More color choices for promotions/special events can be found in the Promotions/Special Events Guidelines.

Colors in this guideline may not print as true color and should not be used to compare with final pieces. Please refer to a Pantone book for matching.

Please note the following: 째 Avoid using large fields of gold PMS 124 & 125 at 100%. Reserve them for use on Fonts, Devices and as other accents colors. 째 Use PMS 7501, Warm Grey 2 or Black when large fields of color are needed.

Tertiary Colors

PMS 8002 Metallic

PMS 8521 Metallic

PMS 8962 Metallic

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LOGOS LOGOS & USAGE USING THE Caesars LOGO Logos should appear only once on each page or side of a direct marketing piece. The only exception would be the use of logos in a pre-existing picture or piece of art.

The Caesars logo should be used in the specified colors and for the applications as illustrated on the next page of these Creative Guidelines. The Caesars logo must be reproduced in high-quality resolution and never altered, distorted or modified in any manner, including attaching any elements to the logo.

Area of Isolation

AREA OF ISOLATION

refers to the white (or empty) space surrounding a logo. The minimum area of isolation was established to ensure maximum impact and readability of the Caesars logos.

An area of isolation must surround the logo on all sides that is equal to or greater than the height of the largest letters in the logo. The medallion logo, when used alone, must be isolated by a distance equal to or greater than the height of the head.

Minimum size of .75�

.75"

Note: Refer to Copyright & Trademark section for further trademark details.

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LOGOS LOGOS & USAGE

General Logos

Always put the property city under the logo.

Palatino Bold Tracking: 0

Note: Refer to Copyright & Trademark section for further trademark details.

>ZSOaS aSS Z]U] O^^ZWQObW]\ QVO`b ^OUS $ T]` `SQ][[S\RSR caOUS

5

QVO`b ^OUS $ T]` `SQ][[S\RSR caOUS

5

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The sticker is always 4.8” x 3.25”.

caesars

The Life Were Meant to Live

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DIRECT MARKETING CREATIVE STANDARDS AT L A N T I C C I T Y

Minimum size: 2.35” square.laurel The Caesars The Caesars laurel The Caesars laurel is always used behind is always used behind is always used behind the lock-up.

The Caesars laurel The Caesars laurel the lock-up. the lock-up.

Caesars laurel isThe always used behind is always used behind is always the lock-up. used behind the lock-up. the lock-up.

The The line line lock-up lock-up is is in in aaa The line lock-up is in fixed The lineplacement. lock-up is in a fixed placement. fixedplacement. placement. fixed The line lock-up is in a The line lock-up is in a fixed placement. fixed placement.

1.375pt.pt. pt. rule.

1.375 rule.

1.375 rule.

1.375 pt. rule.

LOGOS The Caesars laurel The Caesars laurel The Caesars laurel is always used behind CAMPAIGN TAGLINE is always used behind is always used behind the lock-up.

The Caesars laurel the lock-up. the lock-up.

The Caesars laurel is always used behind & SQUARE STICKER is always used behind the lock-up. e Were the lock-up. e Were TheTAGLINE Lifeis a key component Wereto the Caesars campaign, but should be used sparingly CAMPAIGN e Were nt to Live ent to within Were DM. Specifically, the Live Meant tocampaign Livetagline should only be used in Core DM programs such as New Business, Loyalty or Inactive. When using the tagline, follow the DM usage guidelines below.

The Caesars laurel is always used behind the lock-up.

p is in a t.

nt Live nt to to The Live Campaign Tagline should:

1.375 pt. pt. rule.

1.375 1.375 pt. rule. rule.

1.375 pt. rule.

1.375 pt. rule.

1.375 pt. rule.

1.375 pt. rule.

isaltered, that Section A, Row1.375 Seat 5, pt.way. rule. ot not rewrite in1,any ection A, Row 1,be Seat 5,in do ° NWho ection ection A, A, Row Row 1, 1, Seat Seat 5, 5, having the time of your life f ?

That’s ’ T Todd. lways be in the fonts shown on this page. ° A of yourA, life ffRow ?? That’s ’’ Todd.

TTodd. of life TTodd. ection 1, of your yourA, life fRow ?° That’s That’s T more NFlanked ever be prominent thanPaying the headline by5, fiery vixens. no on the DM piece. More specifically, the DM headline ection 1, ’Seat Seat 5,your rroffiery vixens.

Paying no fiery vixens.

Paying no (in comparison to the Campaign Tagline) should be in a larger font size and in a bolder color. your life f ?

That’s ’ T Todd. roffiery Paying yourvixens. life f ? That’s ’ Todd.

T no ° Consider using the Square Sticker instead of the Campaign Tagline. let Paying alone theno perfe f ct acoustics of the place. rr fiery fiery vixens. vixens. noCaesars brand style guide for more information on the campaign tagline. efer to place. the ° RPaying ect acoustics of the He had no problem borrowing your ladies.

The story is always ect ect acoustics acoustics of of the the place. place.

7 lines long in this format.

Why notladies. borrow your sense ofThe decency? m borrowing your story is always m borrowing your ladies.

The story is always ect acoustics of the place. m acoustics borrowingofyour ladies.

The story is in always 7 lines lines long this format. format. ect the place. ° Place the sticker over campaign photography 7 in Square Sticker The campaign Square Sticker your sense of decency?

7 lines long long in this this format. your sense of decency? m borrowing your ladies.

The story is always or solid color (PMS 424, 7501, 1815, white or your sense of decency? your The story islogo always utilizes the ladies. campaign tagline, property om borrowing 7 lines long in this format. ement.

7 lines long in this format.

W IN DSOR black) ONLY your sense of decency? and design element. your sense of decency?

The Square Sticker should be used sparingly II N DS OR IN ND DS SO OR R within direct marketing. Core pieces, such as

°

Only The usesticker the Square Sticker shape within DM is always 4.8” x 3.25”.

°

Do not add any other content or text inside the

IN DSOR New Business or Loyalty programs with large IN DSOR The sticker is sticker other than the campaign tagline & logo. sticker is The sticker is formats that can accommodate theThe space should always 4.8” always 4.8” 4.8” xxx 3.25”.

3.25”.

Do NOT use as a CTA box or to frame photos. always 3.25”. be considered. Never use the Square The Sticker sticker ison The sticker is always 4.8” x 3.25”. special events, promotion or supplemental pieces. always 4.8” x 3.25”.° Always rotate the sticker 3-9 degrees away

Follow these general guidelines for Square Sticker usage within DM. You must also refer to the Campaign Style Guide for complete details on proper usage. °

se at most once per piece, typically on the U front cover

from the closest edge °

Always bleed the sticker slightly off the edge

Note: Never use the Sealed Logo without the Square Sticker art. Within DM, typically use general logos (see previous page) or occasionally Square Sticker (see above).

AT L A N T I C C I T Y

AT LA NT IC C ITY AT AT L LA AN NT T II C C C C II T TY Y AT L A N T I C C I T Y AT L A N T I C C I T Y

The logologo TheCaesars Caesars logo isThe in a Caesars fixed placement.

The Caesars logo

is in aa fixed placement. is is in in a fixed fixed placement. placement.

The Caesars logo The Caesars logo is in a fixed placement.

The is placement. is inlabel a fixed always square.

The label label is The is The label is always square. always square. always square.

The label is The label is always square. always square.

Tagline The Life Campiagn Were Meant to Live

The Life Life Were The Were Meant to Live The Life Were TheMeant Life to Live Were Meant to Live Meant to Live AT L A N T I C C I T Y

Minimum size: 2.35” square.

AT L A N T I C C I T Y AT AT L LA AN NT T II C C C C II T TY Y AT L A N T I C C I T Y AT L A N T I C C I T Y

Minimum size: Minimum size: Minimum size: 2.35” square.

2.35” square. square.

2.35” Minimum size: Minimum size: 2.35” square.

2.35” square.

DO: Properly use Square Sticker logo over a campaign photo Note: See photography section for details on campaign photography.

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LOGOS Placement of Logo & Indicia .375"

.375" .375" LAS VEGAS

3570 Las Vegas Blvd. South Las Vegas, NV 89109 www.caesars.com

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456

Indicia Helvetica Neue 57 Med Cond 7/9 pt. Tracking: 10 Return Address Helvetica Neue 57 Med Cond 8/10 pt. Tracking: 10 Logo

John Sample 1234 Any Street Anytown, US 12345

Recipient’s Address Helvetica Neue 57 Med Cond 12/14 pt. Tracking: 10

No Graphics allowed in this area Note: The diagram above is meant solely to represent any generic-sized envelope/mail panel. Consult with lettershop or the USPS to ensure that the final mail piece design complies with postal regulations. Refer to the Production Guidelines for more information.

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DIRECT MARKETING CREATIVE STANDARDS

LOGOS Correct Usage & Misuse The Caesars logo is our signature. The following rules must be adhered to strictly to maintain brand consistency on all direct marketing pieces.

Logos should appear only once on each page or side of a direct marketing piece. The only exception would be the use of logos in a pre-existing picture or piece of art.

DOs.

DON’Ts

DO: Use complete logo on all Caesars direct marketing

materials, especially on the outer envelope or mail panel of a self-mailer.

DO: Sign the interiors of direct mail pieces in either the

bottom right corner or top right corner. However, the logo may be placed in any location that complements the content and layout.

DO: Give appropriate amount of “air” around the logo.

DO NOT: S tretch, skew, scale disproportionately or otherwise distort the logo in any way.

DO NOT: U se the logo smaller than .75” in width on direct mail.

DO NOT: Use any unapproved color variations of the logo.

DO NOT: Attempt to reconfigure or rebuild the logo.

DO NOT: A llow other logos, legal or imagery to interfere with logo clear space.

DO NOT: Use more than one Caesars logo on the same page.

DO NOT: C rop out any important photographic information

with the Square Sticker.

DO NOT: Stretch logos; only use logos at the correct proportions.

DO NOT: Allow other logos, legal or imagery to interfere with logo clear space.

DO NOT: Reconfigure or rebuild logo. sticker don't.pdf

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4:50:26 PM

Were The Life Meant to Live Y AT L A N T I C C I T

DO NOT: Use logo smaller than .75" on direct mail.

DO NOT: Use unapproved color variations of the logo.

DO NOT: Crop out any important photographic information with the Square Sticker.

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LOGOS Total Rewards® & Internet

Tagline With Cards

Font: Sabon LT Std 9 pt. Tracking: 180

Total RewardS BRANDING should be used on every DM piece to remind customers that loyalty

A T O T A L R E WA R D S ® C A S I N O

has its perks. Use the Total Rewards cards and tagline as a default. When space is limited, as on a postcard, use only the tagline.

Use the Total Rewards logo and tagline once per direct mail piece.

URL Print www.caesars.com in at least one prominent location on each direct marketing piece.

Tagline Without Cards

A T O T A L R E WA R D S ® C A S I N O

Suggestions: under the return address on the envelope or in the final CTA.

1 pt. rule 100% black

Refer to the URL Guidelines for more information on proper URL usage.

T: 6" W

Getting ready to put away your outdoor furniture?

Fixing up the house before winter sets in?

CAESARS® HAS JUST WHAT YOU NEED! Come to Caesars on 2100 Pacific Avenue Atlantic City, NJ 08404 www.caesarsac.com

between 3 PM and 8 PM in the Palladium Ballroom to receive your Shark™ Steam Cleaner.

Must present postcard to receive your gift.

Presorted First Class U.S. Postage Paid Atlantic City, NJ Permit No. 3456

T: 4.25" H

Friday, November 18

John Sample 1234 Any Street Anytown, US 12345

A T O T A L R E WA R D S ® C A S I N O

Ut ametums andrem inibh essequip elesto dolorper sequipit nit doluptat il inim doluptat. Ut ullaor si.

Uguero exer il ing enis accummod eu faciliquate te dolore vullaore dolorting exer si.Oloborp ercing erilisc incing er sed dip estrud eu faccum vendion ummodignis et, vel ulluptatis ad doloreros alit alis amet in vel euguerit ilit nis nis augiamet, sit vulputatio od tat, commod tem quis ad dunt nulputpatie.

DO: Use the Total Rewards cards with the tagline.

DO: Include 2 thin 1 pt rules to help the tagline stand out.

DO: Use just the tagline when there is minimal space on a small postcard.

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DIRECT MARKETING CREATIVE STANDARDS

FONTS Primary Fonts PRIMARY TYPEFACE The Caesars fonts represent the tone and feel of our brand.

Clean, sophisticated and elegant, it exudes Caesars indulgent personality.

Note: Neutra should be used as a display typeface and limited to headlines, subheads and call-outs when appropriate. Do not use for setting body copy.

When using more than one family of typefaces, use one serif and one sans serif or two sans serif typefaces together.

Note: All fonts are Open Type. Whether you are using Open Type or Postscript, contact an Adobe Representative. For matters relating to the Neutra font family, contact a House Industries representative for more information.

Caslon

Neutra Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue LT Std 75 Bold

Neutra Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue LT Std 55 Roman

Neutra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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FONTS LEgal

Lavish Setting. Great Challenge. Beautiful Accommodations. $10,000.

Vel in utem num iurem iliqui te modit autatis senibh etummod tissequ iscidunt in utpatet aut vulput venim velit,

Size & Placement - LEGAL TYPEFACE For all legal copy, use

sectetum do od tin vercidunt vero ex enit ad dolorero odolut illaore magnim quipit irilis erosto od dolesto ex

zzril digna facidunt wissim et ad modolenim zzriure Helvetica Neue 47 Light Condensed at 6/6.5 pt. to maintain eum endit atem venim digna commod magna at. legibility.

Dit, secte dolor in ex enim ipit, conulput alit prat, summodo lobore diam, quisl dolestrud modolore min utat.

PRIZE STRUCTURE 1st Place

$5,000*

Schedule of Events.

Monday, Month 27 or Wednesday, Month 29, 2006

Individual arrivals Tournament registration

Ut wisit ipit augue commy nisl eu faccum vent landipsusto

Many of our DM materials require legal copy. Legal text should cortis at. be placed on the bottom or on the back, in a solid color and clear Reservations. from any image and text.

To make your reservations, call your casino host,

Branch Office Representative of Casino VIP Service, at 1-877-555-1234.

Note: For legal guidelines, refer to Legal Language & Responsible Choose from the following offer codes and tournament dates: Gaming Statement in the Copy section. Month 27-28 — OR — Month 29-30, 2006

Month 27–28, 2XX6: XXXX123

[ OR ] Month 29–30, 2XX6: XXXX456

2nd Place

Tuesday, Month 28 or Thursday, Month 30, 2006

$1,000

Re-buys available for $xx on first-come basis

3rd – 10th Place

$500

Tournament play Awards presentation immediately to follow finals

Acidunt prat. To od tio consecte veriliquipis adiamcore ming exerostrud delis dit praestin heniatis ea feu feugiametue te veliquat. Ut prat. Riure dolorercilit lore consequat. Os adionse ndiamconsed etuerci psusci tat. Ip ex eui bla alit, quate magnim dolor iustie endrem inim ip euipiscin ulput num dolore eum quisi eumsandreet, conullutpat, velisi blandio consenim nummy nos non utet atue del init amcor irit aliquipit inim venim eu faccumsandio ero essed exer ipsusto odit et, core delis alis nonulputpat.

Dolor amet velestie conummy nibh eugait praesto delisse etuero corer irilla facin vendrer aessequis at laoreet, venim duis accum dit ulla facin vendrem iure tet, velis augue mod ting endiam nisi.

DO: Place legal text at the bottom or on the back, in a solid color and clear from any image and text. Helvetica Neue 47 Light Condensed 6/6.5 pt. Tracking: 0

LEGAL For all legal copy, use Helvetica Neue 47 Light Condensed at 6/6.5 pt. to maintain legibility.

Casino is not responsible for lost or stolen coupons. Coupons are void if altered, counterfeit, produced in error or fail validation testing. Bill validator or system malfunction voids the transaction and this coupon. If coupon is rejected by slot machine bill validator, present to casino cashier with your Total Rewards® card and valid picture ID. Reel Rewards may not work on Video Poker Products.

Valid between 12:01AM to 11:59PM on specified gaming days. Harrah’s is not responsible for lost or stolen vouchers and reserves the right to change or cancel this program at any time. Gaming Restricted patrons prohibited. Advance reservations, 24-hour cancellation and credit card required upon booking to guarantee room. Present Total Rewards® Card, valid ID and $50 incidental deposit and coupon at check-in. Valid for one room or equivalent in RV Park. Subject to availability. Additional nights based on play. Nontransferable. Limit one per person. Valid only at the Grand Casino Resort in Tunica, MS. Management reserves all rights. Must be 21 or older. Know When To Stop Before You Start.® Gambling Problem? Call 1-800-522-4700. ©2006, Harrah’s License Company, LLC.

DO NOT: Place legal right next to other messaging. Use 6/6.5 pt. as a maximum size.

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DIRECT MARKETING CREATIVE STANDARDS

FONTS Use of Typography Headline/Body/Call To Action - TYPOGRAPHY For maximum readability with letter copy, use Caslon Regular, Helvetica Neue 55 Roman or Neutra.

Please note the following: ° Do not stretch, rotate or alter fonts in any way — leave them in their natural form. ° Use shadowing sparingly and only on headlines. ° Refer also to Layout, Copy, Font & Color in the Art section and Message Hierarchy in the Copy section. ° For writing tips on letters and other applications, see the Personalized Letter guidelines in the Copy section.

Sample of font usage on letter.

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copy

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DIRECT MARKETING CREATIVE STANDARDS

COPY Introduction Direct response copy must emulate the qualities of a good salesperson. ° ° °

°

°

°

I t must maintain a personal, one-to-one dialogue.

It must present clear, tangible benefits.

It must present a persuasive argument that is not assumptive or overbearing.

It must anticipate the consumer’s needs and address their concerns.

It must inspire the reader and ultimately motivate the prospect to respond.

Finally, it must be true to the Caesars brand.

This January, indulgence is the house minimum.

Look inside for your exclusive offers.

INDIANA

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at nonse et m estrud tate zzril ullutat. a augue con mo lortin ut trud magnis mmy nulput.

at nonse et m estrud tate zzril ullutat. a augue con mo lortin ut trud magnis mmy nulput.

COPY TOne & Manner

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456

T: 17.5625" W

VOICE Caesars properties are bold, iconic and engaging, and the Caesars brand is an extension of those qualities.

Dear John,

The overall campaign delivers a message, “The Life You Were Meant to Live,” that evolves brand perceptions from high-end Facercer virit? P. Seruncerest? Ivaginiquem tam re gaming to a luxury lifestyle The of this message no. conostris consulto tem re,brand. pero etim te, voice nonv prit horuncula rest? Baterudem aurbis?and Paris et in hone is upscale, aspirational, audacious authoritative.

It’s “luxury nost in dium re, sicam, conintusquam addum alin with tum, a wink.” moerbit, nihilicae publis Marimanum tariverem caver conclabut vividet re inpricis multodi catatilice.

All direct response communications from Caesars must relay the sameAndreet, sense ofconse luxury, aspiration, audacity and authority. tat augiat. Rud er inis dionsecte ming eugait velit ipsustrud ea consed tat la faci tie tin peri exerill utpate vel etuer atum volor ing estis nos dipi praessenis acil exeros alis non estrud ese vel et utatin et aliquam, velestin henissit laoreri uscidunt utat.

CHECKLIST

To maintain consistency and adherence to the Caesars voice and personality, review each communication to Asitthe adionumsan ensure copy is: hent nisisim augiam zzrilit lortie faccum do dolortin hendrem eu feuisisi.Metum dionsed minim exer sustrud te cor il delit nis non° Inviting sendreet, quat aliqui eum vel do odoloreetum quisim zzril ut aliquis nulluptat. Ut et, volorper ° Intelligent se eu faccummy nullutem il illaore velisl elenis. ° °

Enthusiastic Elegant

EXPLORE THE MANY SIDES OF ENTERTAINMENT

T: 10.75" H

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DIRECT MARKETING CREATIVE STANDARDS

John Sample 1234 Any Street Anytown, US 12345

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p.

See inside for offers.

LAS VEGAS

p.s. dipisit praessenis acinon caesars.com estrud.

DO NOT: Use Roman clichés.

DO NOT: Modify words to make them sound Latin.

Sincerely, DO NOT: Substitute “the Empire” for “Caesars.”

DO NOT: Refer to Caesars Palace as “CP” or “the Palace.”

DO NOT: U se the possessive form of “Caesars” Kevin Smith

(i.e., “Caesar’s amenities”).

LAS VEGAS

at nonse et m estrud tate zzril ullutat. a augue con mo lortin ut trud magnis mmy nulput.

3570 Las Vegas Blvd. South Las Vegas, NV 89109

at nonse et m estrud tate zzril ullutat. a augue con mo lortin ut trud magnis mmy nulput.

18

caesars

F: 4.375 in

F: 4.5 in

F: 4.5 in

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HEADLINES CAMPAIGN VS. FUNCTIONAL Functional Headline A headline that is very straightforward and much like a traditional direct marketing headline. It is often brief, and can be supported by additional information in the form of a subhead. °

Play all the Way Invitational Slot Tournament

°

Digital Camera Giveaway

°

150,00 Invitational Poker Tournament. $ The ultimate game. The ultimate place to play it.

°

acy’s Giveaway M This summer, Caesars Palace puts the hot into haute.

This type of headline should be used in most cases because it is a clear, functional way to deliver the message, and has been proven to increase responses. Functional headlines are recommended for all promotion and special event pieces where space is limited and conciseness is imperative.

Functional Headline

Campaign Headline A headline that heavily includes the format and tone of the campaign, highlighting or telling a story about the Life You Were Meant to Live. It may take one of the following formats: °

The invitation you were meant to receive.

°

Right now, someone is accepting your invitation.

Campaign headlines should be used sparingly and are only appropriate for core pieces such as New Business or Core Loyalty if space and context permits. It is important that the copy is wellwritten and still clearly conveys the functional message to the guest. A Functional Headline, CTA or tagline must accompany a Campaign Headline, either on the same billboard panel or on the mail panel.

It is suggested that campaign headlines be approved by Corporate Brand, the AOR and the senior marketing leader at the property.

Campaign Headline

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COPY Message Hierarchy CLARITY Direct response copy must be clear, concise and easy to understand. Most importantly, it must guide the reader through the communication.

To do that, establish a message hierarchy and structure supported by font size, font color and division of information.

1) Lead with the most appealing benefit/offer in the headline.

This should be the most prominent copy on the page and entice the customer to read further. In some cases, a short subhead can be added to the headline to simplify the initial message.

2) Group secondary information/benefits into logical sections.

Select a succinct, interesting subhead for each section, then follow with brief, descriptive copy that explains the benefit.

DOs checklist: DO: Use a single headline.

DO: Use at most two fonts.

3) Close with prominent Call to Action (CTA). Dates, phone numbers, URLs and other response information should be clearly visible. Font size and boldness should be at least as prominent as section subheads.

DO: Use at most three subheads.

Refer to Layout, Copy, Font & Color in the Art section for guidance.

DO: Use all caps or bolding only to highlight a single

DO: Use same font size and color for all subheads.

DO: Make sure headline, offer and CTA are the dominant messages.

DO: Use same font size and color for all supporting copy.

key message.

T: 13.5" W

Among the Roman emperors, only Augustus could be the namesake for Caesars most prestigious and richest slot tournament.

PRIZE STRUCTURE

As one of our most loyal players, you have

Thursday, Month 21, 2007

1st Place

$1,200,000

tournament. Only 50 players will be allowed

2nd Place

$100,000

to enter and vie for prizes totaling $1.5 million

3rd Place

$50,000

4th Place

$35,000

Individual Arrivals & Tournament Registration Welcome Reception & Tournament Play

5th Place

$25,000

Saturday, Month 23, 2007

6th-10th Places

$10,000 ea.

11th-15th Places

$5,000 ea.

16th-25th Places

$1,500 ea.

Champagne Brunch Tournament Play Awards Reception

including a first-place prize of $1,200,000.

Eact entrant plays four 15-minute sessions. Winner will be determined based on total points of the entrant's top three session scores.

1

The entry fee for this incredible tournament is $25,000 and must be paid in full on or before Month, X, 2007 in order to reserve an entry.

ion

Copy must include a tangible benefit.

ace A T O T A L R E WA R D S 速 C A S I N O

Individual Arrivals & Tournament Registration

Use subheads to group information into logical sections.

Friday, Month 22, 2007

T: 5" H

Be a part of this elaborate celebration.

2

Schedule of Events.

an exclusive invitation to this extraordinary

Augustus awaits your arrival!

An offer only an emperor could extend.

Your exclusive offer includes suite accommodations for

Earn 338,000 Base Reward Credits while playing

unsurpassed amenities, an exclusive tournament gift and

slots or tables at Caesars Palace beginning

awards reception.

at 5:00 a.m. on Month 21st thru 5:00 a.m. on

To make your reservations, call your Casino Host, Branch

Month 24th, and receive your $35,000 entry fee

Office Representative or Casino Service, at 1-877-555-1234.

back in cash.

Please refer to offer code 1234567.

4 days/3 nights, welcome reception, tournament play,

The CTA must be clear and to the point.

3

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F: 6.75 in

F: 6.75 in

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DIRECT MARKETING CREATIVE STANDARDS

COPY Message Hierarchy CHECKLIST The following questions should be asked to ensure each communication has a solid message hierarchy and structure: 째

째 째

hen the communication is scanned, is the message easy W to understand?

Does the copy have a clear, logical progression?

Is it obvious what the prospect is being asked to do?

DO: Use visual separators such as the Laurel Divider.

DO NOT: Communicate multiple messages without establishing a hierarchy.

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DIRECT MARKETING CREATIVE STANDARDS

COPY Communicating Multiple Programs or Messages ORGANIZATION Multiple programs, tournaments or offers must be organized so as not to confuse or overwhelm the reader.

1) Determine whether a single theme unifies the content. For example, if a communication contains three distinct promotions that all occur in a single weekend, the weekend is the theme. To determine a unifying message, consider: 째 째 째

Dates or holidays Types of games Types of prizes

2) If there is a unifying theme, use that umbrella message as the lead-in to the individual promotions or offers. Prioritize the individual promotions or offers, then develop proportional headlines and subheads. More space and information should be devoted to higher priorities.

DO: Use one theme (example: Memorial Day) to lead the customer into the piece.

3) If there is no unifying theme, focus on the format of the direct mail piece. Choose a format that supports multiple messages, such as separate panels. Prioritize the individual promotions or offers, then develop proportional headlines and subheads. More space should be given to higher priorities (i.e., two panels vs. one panel). If the programs or offers are of equal weight, provide equal space (i.e., one panel per promotion).

DO NOT: Give all of the tournaments an equal voice on the front cover.

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DIRECT MARKETING CREATIVE STANDARDS

COPY Personalized Letter RELEVANCE A direct response letter must be engaging, informative and to the point. It must not waste the reader’s time. ° ° ° °

°

°

Satisfy the reader’s need or desire in the first paragraph.

Keep the subject matter as simple as possible.

Be intelligent and inviting.

Use bullets and subheads to highlight key points the reader can quickly grasp.

Cut needless words and information. Stay under 300 words overall. Keep paragraphs to three sentences or less.

Consider placing a headline just above a personal letter that sums up the key points of the letter. This will entice the readers to engage in the letter.

DO: Use one theme, bullets and BOLD P.S.

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DIRECT MARKETING CREATIVE STANDARDS

COPY Personalized Letter REQUIREMENTS ° ° ° °

I ntroduction Call to Action (CTA) Signature Postscript (P.S.)

Effective direct response letters are concise and to the point wrapped in personalization. To enhance effectiveness, letters should:

FORMATTING ° °

° °

°

e less than 300 words total.

B Leverage bullets and subheads when appropriate.

Bold key phrases sparingly.

DO: Use bullets and subheads.

° ° °

ont, Style: Choose one font, then use bold and italics for emphasis or focus.

F Color: Use black in all copy other than headlines.

Paragraphs: Left-justify all copy. Spaces between paragraphs should be 1/2 font size.

Signature: Regular font size. Include name, title and property.

P.S./CTA: Regular font size, bold.

DO NOT: Use more than three messages in a single letter.

DO NOT: Have more than 300 words in one letter DO NOT: Forget to include a CTA within the P.S.

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DIRECT MARKETING CREATIVE STANDARDS

COPY LEGAL Language & Responsible Gaming Statement A LEGAL DISCLAIMER is required within each direct mail piece and THE RESPONSIBLE GAMING STATEMENT must be included within the legal copy on all communications and may vary depending on on all coupons. Specific language varies by each gaming jurisdiction.

Please contact the Harrah’s Entertainment law department or your property’s legal team for specific requirements.

state gaming regulation. If in doubt, please contact your property’s legal team for specific requirements.

Nevada: Must be 21 or older to gamble. Know When To Stop Before You Start.® Gambling Problem? Call 1-800-522-4700.

New Jersey: Must be 21 or older to gamble. Know When To Stop Before You Start.® Gambling Problem? Call 1-800-GAMBLER. CANADA: M ust be of legal age to gamble in a casino. Know When To Stop Before You Start. ® Gambling Problem?

Call 1-800-522-4700. (In Ontario, call 1-888-230-3505).

COPY Copyright & Trademark Copyright A copyright notice should be included on all direct mail to alert others that they may Trademark The Company has many trademarks in its portfolio and adds new trademarks on a not copy the material without consent. The copyright notice includes the copyright symbol, “©,” followed by the material’s year of first publication, followed by a comma and “Harrah’s License Company, LLC,” as illustrated in this example: ©2008, Harrah’s License Company, LLC. With regard to the copyright rights of others, do not use copyrighted materials obtained from any source, including the Internet, on any advertising unless written permission from the authorized owner has been obtained. For assistance, please contact the Harrah’s Entertainment law department or your property’s legal team.

regular basis. Therefore, these guidelines will not attempt to list them. For further clarification and/or use requirements of Company trademarks, please contact the Harrah’s Entertainment law department (harrahsip@harrahs.com) or your property’s legal team. In addition, a list of frequently used marks may be found on the Company’s INSITE portal under the link “Logos.” If the desired trademark is not on the list of frequently used marks, please check with the Harrah’s Entertainment law department or your property’s legal team before use. When planning, please allow two business days for clearance of any new marks.

If the trademark of a third party needs to be used, including the usage of merchandise giveaways or gift cards, please contact your property’s legal team for assistance prior to use.

Please contact Harrah’s Entertainment’s legal department for state and federal gaming advertisement legal requirements and notices.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements introduction Branding elements are pieces of art used to create more effective direct marketing communications.

Our branding elements fall into three categories:

Frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments. Caesars uses 14 kinds of Frames: ° ° ° ° °

Couture Bracket Extended Couture Bracket Key Frame Window Ribbon Marquee Extended Ribbon Marquee

° ° ° ° °

Banded Ribbon Laurel Band Dueling Key Band Diamond Band Signature Anchor

° ° ° °

Tag Frame Belly Band Translucent Belly Band Laurel Frame

Treatments Treatments are backgrounds that we use to add style to Frames. Caesars uses 7 kinds of Treatments: ° ° ° °

Solid Color Radial Gradient Brushed Satin Surface Fresco Parchment

° ° °

Tranquil Movement Crystal Shadows Duotone

Devices Devices are pieces of secondary art that can be used, sparingly, as shown on the following pages.

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Branding elements Summary Page Frames Couture Bracket

Key Frame Window

Laurel Band

Belly Band

Ribbon Marquee

Extended Couture Bracket

Banded Ribbon

Dueling Key Band

Translucent Belly Band

Extended Ribbon Marquee

Signature Anchor

Tag Frame

Diamond Band

Laurel Frame

Note: Specific usage and approved variations of these Frames can be found on the individual Frame pages in this document. art | L O Y A L T Y M A R K E T I N G 0 9 | 0 8

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Branding elements Summary Page treatments Solid Color

Fresco Parchment

Brushed Satin Surface

Radial Gradient

Duotone

Crystal Shadows

Tranquil Movement

Note: Specific usage and approved variations of these Treatments can be found on the individual Treatment pages in this document. art | L O Y A L T Y M A R K E T I N G 0 9 | 0 8

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Summary Page devices Diamond Divider

Neo Column

Double Lines

Round Laurel

Bracketed Box

Decorative Box

Laurel Divider

Dueling Chevrons

Diamond Accent

Laurel

Beveled Box

Extended Beveled Box

Tripod Divider

Dueling Keys

Laurel Accent

Laurel Curve

Double Rule Image Box

Stroke Box Pr i ze St r uct ur e

Laurel Bar

Laurel/Scroll Bar

Note: Specific usage and approved variations of these Devices can be found on the individual Device pages in this document. art | L O Y A L T Y M A R K E T I N G 0 9 | 0 8

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Branding elements frames

Contour Bracket Frame

Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

Contour Bracket and Extended Contour Bracket

are types of Frames composed of two symmetrical halves that create direction and ground DM art in a decorative way.

FRAME: ° The Contour Bracket and Extended Contour Bracket can be used horizontally or vertically. ° They can be colored with any Primary or Secondary color. ° They can be populated with any Treatment or Primary color. ° The Frame should appear only once per panel. On rare occasions, the Contour Bracket can be used in a series across the inner spread.

Extended Contour Bracket Frame

Background: ° Can be filled with a photograph, Solid Color or Radial Gradient.

Please note the following: ° The Frame must be proportionately scaled to fit the DM panel. ° The Extended Contour Bracket Frame should be used when placed on a panel extending more than 6in. in length.

D

o not alter the shape of the edge. °

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Contour Bracket and Extended Contour BrackET DO’S AND DON’TS

Earn comps 5x faster!

best buy gift card giveaway

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Tat ali qu i s ac i du i pi s ac i blaor ipi si s au tat praestru d exeraes

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$500

5x

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DO NOT: Populate the Bracket portion of the Frame with a Treatment.

faster Henim zzriuscinci bla commod mincipis exero er iriuscidunt vel euip eu feuis dolobore et la am ea autpat laortie tat alit am, quis aciduip et nulput lortion sequis nonsequis acillan ex ea consequam dolor sequi exer sit la feum in heniam non erit, sequisl ero odipit wis et, vel ip et ullam, consequ amconul landre magna consenibh ea aliscilisi. Pat. Liquatie duipit nostincin ut augue tat. Olore min eros nullamet wisi. Am, sum quat utpat wismodigna feum dui eraesed magnisim eum nibh eu facilis enisit augiamcorem adit il erit wisl ea aliquisim zzril illandigna commodiam, quamcom modigna atem dit wismod min ut augiamet irit nim nostrud modionse min henisit alit, core dolore volobor incinci Pat. Liquatie duipit nostincin ut augue tat. Olore min eros nullamet wisi.

Henim zzriuscinci bla commod mincipis exero er iriuscidunt vel euip eu feuis dolobore et la am ea autpat laortie tat alit am, quis aciduip et nulput lortion sequis nonsequis acillan ex ea consequam dolor sequi exer sit la feum in heniam non erit, sequisl ero odipit wis et, vel ip et ullam, consequ amconul landre magna consenibh ea aliscilisi. Pat. Liquatie duipit nostincin ut augue tat. Olore min eros nullamet wisi. Am, sum quat utpat wismodigna feum dui eraesed magnisim eum nibh eu facilis enisit augiamcorem adit il erit wisl ea aliquisim zzril illandigna commodiam, quamcom modigna atem dit wismod min ut augiamet irit nim nostrud modionse min henisit alit, core dolore volobor incinci Pat. Liquatie duipit nostincin ut augue tat. Olore min eros nullamet wisi.

Bingo Tournament

DO: Use two Contour Brackets in a series when an inside spread calls for it.

SAV E THE DATe SEPTEMBER 25-29

DO NOT: Disproportionately stretch the Frame.

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Branding elements frames

Signature Anchor Frame

Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Signature Anchor is a Frame consisting of two bars of varying opacity that are anchored by the Caesars logo.

Frame: ° The Signature Anchor should only be used in Black or White. ° The Signature Anchor should always be placed off to the side or top/bottom of the panel (within the non-middle 1/3 of the panel), no closer than 1 inch to any edge. ° The Signature Anchor can be used horizontally or vertically. ° The main logo bar can vary in opacity from 100-80% and the secondary bar should always be set 20% less opacity than that of the main bar’s. ° The Caesars logo should always populate the Frame’s main bar. The logo should be in the opposite color of the bar. It can also be knocked out of the main bar, but only if the logo remains legible. +W hen the Frame is vertical, the Caesars logo should always be placed sideways such that it faces “in” toward the main part of the panel. +W hen the Frame is horizontal, the logo should be horizontal, right side up.

Background: ° The Frame can be superimposed over photography. ° Alternatively, the Frame can be placed over Solid Color or Radial Gradient Treatment with body copy placed on top.

Please note the following: ° Do not place any element other than the Caesars logo within the Frame. ° Do not change the relative size of the bars or distance (3 pts maximum) between bars. ° Use only the logos shown here within the Signature Anchor Frame. + The Caesars Windsor and Caesars Atlantic City logos should be used only as illustrated to the right within the Signature Anchor Frame. + Never alter the logos as shown to the right in any other execution except when used within the Signature Anchor Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Signature Anchor DO’S AND DON’TS

CAScata pratue vo

Feugi ativ onsequi

S AV E T H E D ATe

Ga i t d o l o r i p i s

SEPTEMBER 25-29, 2008

DO: Use transparency features when the Caesars logo can be clearly read.

DO NOT: Rearrange or add to the Frame.

N u m a l i q u i e s e q u at. I d u n t u t e m a g n i m s .

DO NOT: Disproportionately scale the use of the logo to accommodate DM panel.

DO NOT: Add copy to the Signature bar.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Key Frame Window is a type of Frame that creates a placeholder for the hero shot to be seen while branding the Caesars piece.

Key Frame Window

Frame: ° Although Black is preferred, the Key Frame Window can be populated by any Solid Color or Radial Gradient. ° The double rule around the Key Frame Window can be filled with any Primary Color. ° The rule around the Key Frame Window should always be a double rule. Each line of the double rule should be 1 pt thick with 1 pt space between them. The double rule as a whole will be set at 3 points wide and aligned to the outside of the Frame. ° Always keep a consistent margin from the edge of the Frames window area and the edge of the DM panel on 3 sides. ° When placing headline copy within the Frame, keep it minimal and clean to let the simplicity of this Frame focus on the photo.

Background: ° The Key Frame Window background should only contain photography.

Please note the following: ° The Key Frame Window should only be used in Caesars Windsor and Caesars Atlantic City DM pieces. ° Do not change the shape of the edges.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Key Frame Window DO’S AND DON’TS

Wissequat pratue vo Onse magna adionse quatum zzri ustin vu lluptatum nibh et inibh euipit wis ad ena adi.

Wissequat pratue vo Onse magna adionse quatum zzri ustin vu lluptatum nibh et inibh euipit wis ad ena adi.

DO NOT: Bleed the Frame Window.

DO: Position the Window to appropriately crop the DM artwork.

Wissequat pratue vo

Wissequat pratue vo Onse magna adionse quatum zzri ustin vu lluptatum nibh et inibh euipit wis ad ena adi.

Onse magna adionse quatum zzri ustin vu lluptatum nibh et inibh euipit wis ad ena adi. Gueriuscilisl ut am vel init in utpat wis nonse ex eugue verci tetueros dolesequip exerostrud magna facip euissequat praesent veliqui tisi te molortieOborem zzriustie mod dolessi tionsequam, conullaoreet alis eugiam.

DO NOT: Place the Frame with disproportional margins..

DO NOT: Skew or alter the angles of the Frame window.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Banded Ribbon is a type of Frame that features a Solid strip with a double ruled border that anchors a DM panel to provide an area for copy and logo placement.

Banded Ribbon Frame

Frame: ° Banded Ribbon can be populated with any Treatment or Primary Color with the exception of Crystal Shadows & Duotone. ° Banded Ribbon can only be used vertically. ° Always position Banded Ribbon to divide a DM panel into areas of approximately 1/3. Use a minimum margin of .25” to the edge of the DM panel. ° Should have a double rule stroke color of black, warm grey, white or gold (PMS 124 or 125). ° Each line of the double rule should be 1 pt thick with 1 pt space between them. The double rule as a whole will be set at 3 points wide and aligned to the outside of the Frame.

Background: ° Can be populated with a Treatment or photography.

Please note the following: ° Always bleed the Frame off opposite sides of the DM piece. ° Width can be adjusted according to the copy but should never exceed more than 1/3 the width of the DM panel.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Banded Ribbon DO’S AND DON’TS

DO NOT: Increase Frame width to exceed more than 1/3 of the DM panel.

DO NOT: Deviate from the double rule around the Frame.

DO: Position Frame to allow appropriate position of the hero shot and comfortable typeset of important DM content.

DO: Position type inside the Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Tag Frame is an ornately-edged Frame that showcases key information. It bleeds off one side of the DM panel.

Tag Frame

Frame: ° The Tag Frame can only be used horizontally and bleeding off the left or right edge of a DM panel. ° The Tag Frame should be proportionately scaled and drop shadow adjusted accordingly. ° The Tag Frame can be populated by any Brushed Satin Surface, Radial Gradient or solid Primary color. ° The Frame should always have a solid black, warm grey, white or gold (PMS 124 or 125) rule that is no less than .5 and no more than 2 points in thickness.

Background: ° Can be filled with photography or any Treatment.

Please note the following: ° Drop shadow should be set as “multiply 100% black” with an opacity between 40-60% ° Never use this Frame in combination with the Square Sticker. ° Do not alter the shape of this Frame

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Branding elements frames Tag Frame DO’S AND DON’TS

DO NOT: Disproportionately adjust the Tag Frame.

DO NOT: Overcrowd the content of the Frame.

DO: Place the Frame in an area of the DM art that does not take away from the main visual and ensures legibility of any DM copy within the Frame.

DO NOT: Use the Frame vertically.

DO NOT: Change the stroke type of the Frame or apply a stroke beyond 2pt.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

Laurel Band Frame

The Accent Frame consists of two accented bands that flank the opposite ends of the image area and frames in the hero shot. Accent Frames come in three styles: the Laurel Band, the Dueling Key Band and the Diamond Band.

Frame: ° The Accent Frame can be placed horizontally or vertically. ° The Accent Frame can be populated by any Treatment or Primary Color. ° The Accent Frame rule and accent can be filled solid black, warm grey, white or gold (PMS 124 or 125).

Background: ° The Accent Frame background can be filled with a photograph. In addition, a Treatment can be used in lieu of a photo when the Frame contains a Solid Color or Radial Gradient.

Dueling Key Band Frame

Diamond Band Frame

Please note the following: ° The Accent Frame can be used singularly and is primarily reserved for use on mail panels and envelopes. ° Do not mix and match the Accent Frame bands. ° Use Accent Frame bands consistently throughout a DM piece. ° Frame accents should divide a DM panel into areas no more than approximately 1/3 and mirror each other on opposing sides of a DM panel. ° Do not change the stroke type with the various Accent Frames (i.e. Dueling Key Band must be used with two thin strokes vs. Diamond Band Frame must be used with one thin stroke). Do not change the thickness of the strokes

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames The Accent Frame DO’S AND DON’TS

DO: Use singularly on mail panels and envelopes

DO NOT: Mix and match Accent Frame elements.

DO NOT: Change the stroke type of the Accent Frames.

DO: Use to frame in multiple products.

DO NOT: Use more than one Accent per Frame rule.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Belly Band is a Frame that features a solid black strip with a double gold border centered vertically on the page. The Belly Band serves a dual function: holding the headline and subhead while simultaneously serving as a separation between images.

Belly Band Frame

Frame: ° The Belly Band cannot be populated by any Treatment or photos. Only place images above and below the Belly Band. ° Always use black strip with double gold (PMS 124 or 125) or PMS Warm Grey 2 border. ° The Belly Band itself can be populated by headlines or event logos. Always center Belly Band vertically on the page.

Background: ° The background can be filled with photography or a Treatment. ° When imagery is used, it is suggested that duotone photos are used above the Belly Band and full-color photos are on the bottom. Never use lifestyle photos on both the top and bottom, either couple a lifestyle image with still life or use all still life. ° Multiple images are allowed above the Belly Band, but never below.

Please note the following: ° Height can be adjusted according to headline and images, but to no more than 1/3 of the total height of piece.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Belly Band DO’S AND DON’TS

This January, indulgence is the house minimum.

Look inside for your exclusive offers.

INDIANA

This January, indulgence is the house minimum.

Look inside for your exclusive offers.

DO NOT: Place Belly Band off-center vertically.

BellyFrm-Dos-Donts 4.pdf

9/12/08

3:21:30 PM

INDIANA

C

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CM

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THIS JANUARY, INDULGENCE IS THE HOUSE MINIMUM. Look inside for your exclusive offers.

CMY

DO: Use black strip with a double gold border to form Belly Band.

DO: Use multiple images on top of Belly Band.

K

INDIANA

DO NOT: Make Belly Band height over 1/3 of total page height.

DO NOT: Use color other than black as Belly Band.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Translucent Belly Band is

a transitional Frame that features a solid black, gold or white strip; its purpose is to hold the headline and subhead while consequently partitioning the image into two parts.

Translucent Belly Band Frame

Frame: ° The Translucent Belly Band can be positioned horizontally or vertically on the DM panel as long as it is met with a minimum margin in .5” from the edge. ° The Translucent Belly Band cannot be populated by any Treatment, Color or photograph. ° The band can vary in opacity from 100-80%. ° The Translucent Belly Band should only be used in Black, White or Gold (PMS 124 or 125) Background: ° Can be filled with photography or any Treatment.

Please note the following: ° Always bleed the Frame off opposite sides of the DM piece. ° Height and width can be adjusted according to the copy, but should never exceed 1/3 the height or width of the DM panel. ° Be cognizant of the placement of the Frame over the photo to ensure legibility of any copy placed within the Frame, especially when used with transparency.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Translucent Belly Band DO’S AND DON’TS

DO: Place the Frame in an area of the DM art that does not take away from the main visual and ensures legibility of any DM copy within the Frame.

DO NOT: Bleed the Frame off of more than two edges.

DO: Use Translucent Belly Band horizontally in layout.

DO NOT: Use unapproved colors within the Frame.

DO NOT: Place a stroke on the Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Laurel Frame is a Frame that features a gold Laurel and a curve. The Laurel Frame serves a dual function: holding the headline and subhead in place and framing the hero image.

Laurel Frame

Frame: ° Do not populate the Laurel Frame with Treatment or photos. ° Besides white, the body of the Laurel Frame can also be solid process black or grey (PMS 424 or Warm Grey 2). ° Only the Laurel Device may be placed within the Laurel Frame as seen in this example. ° Laurel Frame should generally be placed from left to right.

It can be placed top to bottom sparingly. ° Always use gold (PMS 125), process black or grey (PMS 424 or Warm Grey 2) to fill the Laurel.

Background: ° The background can be filled with photography or a solid color.

Please note the following: ° Although gold (PMS 125) is preferred, only allow the curve to be gold, black or grey in color, whichever complements the Treatment and hero imagery. ° When used horizontally, curve can be used without the gold Laurel.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames laurel Frame DO’S AND DON’TS

T: 6" W

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Fixing up the house before winter sets in?

CAESARS® HAS JUST WHAT YOU NEED! Come to Caesars on 2100 Pacific Avenue Atlantic City, NJ 08404 www.caesarsac.com

between 3 PM and 8 PM in the Palladium Ballroom to receive your Shark™ Steam Cleaner.

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Must present postcard to receive your gift.

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M on t h 2 7 - 2 8

DO: Use horizontal curve sparingly, and use approved color as body of Frame with gold curve.

— OR — M on t h 2 9 - 3 0 , 2 0 0 6

LaurelFrm-Dos-Donts 4.pdf

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3:53:39 PM

$10,000

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DO: Use Laurel Device to accent Frame body.

DO: Use approved color curve with gold Laurel.

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M on t h 27 - 28 — OR — M ont h 2 9 -3 0, 200 6

DO NOT: Use Treatment in body of Laurel Frame.

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T: 4.25" H

Friday, November 18

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Ribbon Marquee is a type of Frame composed of a bellyband-like ribbon and an ornate marquee binding box.

Ribbon Marquee Frame

Frame: ° The ribbon and marquee can be populated by any Treatment or Primary Color, or combination of a single Treatment and a Primary Color. ° The marquee element should always have a solid black, warm grey, white or gold (PMS 124 or 125) rule that is no less than .5 and no more than 2 points in thickness. ° The marquee element can be situated along any part of the ribbon to best support the DM art and copy. ° Can be used horizontally or vertically; use horizontal placement sparingly. ° Always position the Frame to divide a DM panel into areas of approximately 1/3. Use a minimum margin of .25” to the edge of the DM panel. ° Logo or logo and headline can populate the marquee section of the Frame.

Background: ° Can contain a photograph, Solid Color or Radial Gradient.

Please note the following: ° Always proportionately scale the ribbon and marquee to fit the DM panel. ° Always bleed the Ribbon Marquee Frame off opposite sides of the DM piece. ° Do not alter the shape of the edge of the marquee. ° Be cognizant of Treatment selection that fills the ribbon and marquee that complement each other and do not distract from background content. ° Drop shadow should be set as “multiply 100% black” with an opacity between 40-60% and is only allowed on the marquee portion of the Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Ribbon Marquee DO’S AND DON’TS

DO NOT: Rotate or adjust the angle of the Marquee portion of the Frame.

DO: Use color schemes for the Ribbon Marquee that complement the DM art.

DO NOT: Change proportions on band of the Ribbon or Marquee portion of the Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Frames are the primary design element and are used on all direct marketing communications. They can be populated with different Treatments.

The Extended Ribbon Marquee is a type of Frame composed of a bellyband-like ribbon and an elongated ornate marquee binding box.

Extended Ribbon Marquee Frame

Frame: ° The ribbon and marquee can be populated by any Treatment or Primary Color, or combination of a single Treatment and a Primary Color. ° The marquee element should always have a solid black, warm grey, white or gold (PMS 124 or 125) rule that is no less than .5 and no more than 2 points in thickness and an inner rule of equal or lesser stroke weight with the same stroke Color. ° The marquee element should always be positioned on the center of the Frame’s vertical ribbon. ° Always position the Frame to divide a DM panel into areas of approximately 1/3. Use a minimum margin of .25” to the edge of the DM panel. ° Can only be used vertically.

Background: ° The area around the Frame can be filled with photography, Solid Color or Radial Gradient.

Please note the following: ° Always proportionately scale the ribbon and marquee to fit the DM panel. ° Always bleed the Extended Ribbon Marquee off opposite sides of the DM piece. ° Do not alter the shape of the edge of the marquee. ° Be cognizant of Treatment selection that fills the ribbon and marquee that complement each other and do not distract from background content. ° Drop shadow should be set as “multiply 100% black” with an opacity between 40-60% and is only allowed on the marquee portion of the Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements frames Extended Ribbon Marquee DO’S AND DON’TS

DO NOT: Change stroke style or change color of the exterior rule.

DO: Use complementary Treatments inside the Ribbon and Marquee portions of the Frame.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments Treatments are backgrounds that can be used to populate Frames.

Primary Colors

Treatments must exist on all direct marketing communications.

SOLID COLOR features a background of 100% primary, secondary or promotions color. You may swap out the background color for the secondary colors or promotions and special events colors.

Refer to Promotions/Special Events section for more guidance.

Please note the following: 째 Use 100% of color.

PMS 125 C 0 M 26 Y 100 K 26 R 197 G 150 B 12

PMS 871 C 20 M 25 Y 60 K 25 R 163 G 145 B 97

Black C 100 M 0 Y 0 K 0 R0 G0 B0

PMS 424 C 0 M 0 Y 0 K 61 R 126 G 128 B 130

PMS Warm Grey 2 C0 M2 Y5 K9 R 233 G 227 B 219

PMS 7501 C 0 M 4 Y 20 K 6 R 241 G 227 B 197

PMS 124 C 0 M 28 Y 100 K 6 R 238 G 178 B 17

PMS 7463 C 100 M 43 Y 0 K 65 R 0 G 53 B 95

White C0 M0 Y0 K0 R 255 G 255 B 255

PMS 574 C 34 M 0 Y 81 K 71 R 69 G 90 B 33

PMS 4975 C 0 M 73 Y 100 K 80 R 85 G 25 B 0

PMS 1815 C 0 M 90 Y 100 K 51 R 138 G 32 B 3

Secondary Colors

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments Treatments are backgrounds that can be used to populate Frames.

Treatments must exist on all direct marketing communications.

DUOTONE

is a photographic Treatment of images using two colors: black and gold. Duotone serves a dual function: branding each DM piece as Caesars while adding interest to imagery. ° °

Duotone can be applied to black and gold (PMS 125) only.

Always use Duotone at 100%.

Please note the following: ° For maximum impact, use high-contrast duotone photography. ° Do not place full-color images right next to Duotone Treatments. ° Limit use of full bleed duotone imagery ° Duotone should most often be used when placing images in a string ° Use duotone sparingly

Duotone

This January, indulgence is the house minimum.

This January, indulgence is the house minimum.

Look inside for your exclusive offers.

Look inside for your exclusive offers.

INDIANA

INDIANA

DO: Use multiple Duotone images together.

DO NOT: Use Duotone right next to full-color images.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments

Crystal Shadows

Treatments are backgrounds that can be used to populate Frames.

Treatments must exist on all direct marketing communications.

Crystal Shadows is a Treatment that features dimensional shadow-like contours creating a unique texture that expresses an elevated sense of mystery and intrigue.

Please note the following: 째 Crystal Shadows can be used in a Frame or as a background. 째 Art may be positioned anywhere in the picture box. 째 Use Crystal Shadows in a limited fashion on a panel, where it does not compete with DM content. 째 Do not alter the pattern or color of this Treatment

Magna feugue magnis

DO: Use Crystal Shadow to complement a mood or color scheme.

Magna feugue magnis

DO NOT: Use in a fashion that overpowers the DM content.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments

Tranquil Movement

Treatments are backgrounds that can be used to populate Frames.

Treatments must exist on all direct marketing communications.

Tranquil Movement is a Treatment that simulates a soft-moving river current, adding a soothing feel of luxury to a DM piece.

Please note the following: ° Tranquil Movement can be used in a Frame or as a background. ° Art may be positioned anywhere in the picture box. ° Art can only be used in conjunction with Solid Colors or a Radial Gradient. ° Art should only flow horizontally. ° Do not alter the pattern or color of this Treatment

Free gift card &

comp multiplier!

J u n e 2 0 & 2 1, 2 008

DO: Use approved Radial Gradient colors that complement a theme.

DO NOT: Change the color of Tranquil Movement.

DO NOT: Rotate, skew or unproportionately scale treatment.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments Treatments are backgrounds that can be used to populate Frames.

Treatments must exist on all direct marketing communications.

Fresco Parchment is a Treatment that features a subtle tone-ontone texture, evoking an old world feel.

Please note the following: 째 Use only the given colors and files. Do not create new color combinations. 째 Fresco Parchment can be used in a Frame or as a background. 째 Art may be positioned anywhere in the picture box.

Fresco Parchment

DO: Use in combination with Solid colors.

DO NOT: Combine different Fresco Parchment Treatments on a single page.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments

Gold Brushed Satin Surface

Silver Brushed Satin Surface

Treatments are backgrounds that can be used to populate Frames.

Treatments must exist on all direct marketing communications.

Brushed Satin Surface is a Treatment that simulates a soft brushed metal surface with subtle lighting variations to add texture and dimension.

Please note the following: ° Use only the given colors and files. Do not create new color combinations. ° The Brushed Satin Surface Treatment can be used in a Frame or as a background. ° Art may be positioned anywhere in the picture box. ° Always position the Treatment so the brushed surface runs horizontally. ° Works well when pairing two or more Brushed Satin Surface Treatments together.

DO: Use combinations of the Treatment as visual accents.

Gun Metal Brushed Satin Surface

Black Brushed Satin Surface

DO NOT: Rotate, skew or unproportionately scale treatment.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements Treatments Treatments are backgrounds that can be used to populate Frames.

Treatments must exist on all direct marketing communications.

Radial Gradient is a Treatment that radiates one of the Primary Colors from a central point, blending the Color from light to dark.

It can be used to add simplicity and tone to a piece.

Please note the following: 째 Use only the given colors and files. Do not create new color combinations. 째 The Radial Gradient Treatment can be used in a Frame or as a background. 째 The Radial Gradient Treatment may be repositioned to create a dramatic background lighting effect.

Radial Gradient

DO: Use approved Radial Gradient colors that complement a theme.

DO NOT: Use unapproved Radial Gradient colors.

DO NOT: Use colors that conflict with copy legibility.

DO NOT: Use multiple Radial Gradients.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements devices DEVICES are pieces of secondary art used as accents to help

Diamond Divider

Neo Column

Double Lines

Laurel Divider

Dueling Chevrons

Laurel Curve

Tripod Divider

Dueling Keys

Laurel Bar

Laurel/Scroll Bar

communicate a message or reinforce the Caesars brand identity.

Dividers

are Devices that visually organize and highlight information. There are ten types of dividers: ° ° ° ° ° ° ° ° ° °

Diamond Divider Laurel Divider Tripod Divider Dueling Chevrons Dueling Keys Neo Column Laurel Curve Double Lines Laurel Bar Laurel/Scroll Bar

Please note the following: ° Although gold or black is preferred, the Divider can also use any approved Primary Color. ° Be consistent in the use of Dividers throughout the DM piece.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements devices DEVICES are pieces of secondary art used as accents to help communicate a message or reinforce the Caesars brand identity.

Accessories are Devices used to separate information, draw attention to specific items or add a design detail to the layout.

There are two kinds of Accessories: ° °

Laurel Accent

Diamond Accent

Diamond Accent Laurel Accent

Please note the following: ° Always use Accessories in pairs. ° Accessories can serve as strong bookends when positioned at each end of a line of copy. ° On rare occasions the Diamond Accent can be used without the solid rule extension.

808 dining alit volor sustrud ent. october 20, 2008

color by Michael boycuck S AV E T H E D AT e SEPTEMBER 25-29, 2008

DO: Use accents in pairs.

DO: Use accents to enforce specific information.

DO NOT: Use mixed proportions when placing the Accent elements.

DO NOT: Mix Accent pairings.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements devices DEVICES are pieces of secondary art used as accents to help communicate a message or reinforce the Caesars brand identity.

Bracketed Box

Decorative Box

Boxes are a secondary art element used as an accent to help communicate a message or reinforce a call to action. There are five kinds of Box Devices: ° ° ° ° °

Bracketed Box Decorative Box Beveled Box Extended Beveled Box Stroke Box

Please note the following: ° Boxes can be used as a filled color, solid rule or fill color with a rule. ° Boxes should have opacity of 100-20%. ° Bracketed Box and Decorative Box should be carefully resized so as not to skew the proportions of their shape.

Do not distort or stretch by more than 20%. + Decorative Box can only hold Solid Color or Radial Gradient Treatments with copy. + Never place Decorative Box over a photo. Always place over Solid Color or Treatment background. ° Beveled Boxes should always maintain a beveled edge of .25” when scaled or resized. ° Beveled Boxes are the only Box Devices that can be used in conjunction with coupon offers.

Beveled Box

Extended Beveled Box

Stroke Box Prize S tructure

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements devices

Double Rule Image Box

DEVICES are pieces of secondary art used as accents to help communicate a message or reinforce the Caesars brand identity.

The Double Rule Image Box is a Device used to hold an image.

Please note the following: 째 The double rule around the Double Rule Image Box can be any Primary, Secondary or Tertiary Color. 째 Each line of the double rule should be 1 pt thick with 1 pt space between them. The double rule as a whole will be set at 3 points wide and aligned to the outside of the Frame.

DO NOT: Change the stroke sequence.

DO: Use to frame in multiple images.

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DIRECT MARKETING CREATIVE STANDARDS

Branding elements devices DEVICES are pieces of secondary art used as accents to help

Laurel

communicate a message or reinforce the Caesars brand identity.

LAUREL is a Device that adds visual interest to an otherwise white or solid color background without obstructing legibility. It also accents letterhead.

Please note the following: ° Use Laurel Device in gold (PMS 125), pewter (PMS 424), black or white only. ° When using on a white background, use Laurel at 10% gold (PMS 125 or 871) pewter (PMS 424) or black at normal transparency when imported into InDesign. ° When using on a solid color background, use white Laurel at 10% transparency in InDesign. ° Laurel can be rotated to suit layout. ° Maximum number of Laurels used on a page is two. ° Do not overlap two Laurels. ° Never stretch artwork. ° When using two Laurels on a single page or spread, they must be placed on opposite corners.

Round Laurel

ROUND LAUREL is a Device that serves as an accent to coupons and is used to call out dollar values.

Please note the following: ° Although gold (PMS 125) is preferred, Round Laurel can also be used in any approved Caesars color that complements the background. ° Round Laurel may be used to center dollar value. ° Use Round Laurel sparingly

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DIRECT MARKETING CREATIVE STANDARDS

Design Ideas Headline treatments iDEAS When space is limited and/or there is no photography that effectively communicates the message, consider using the following examples to enhance appeal.

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MenuMet, sed mincilit ut aliquis cillutatummy niat nonse et loreet, sis dolenim quisis autpatu eraesse ex enissim estrud tate tatem quamconsed et, quat acipit vent at illa conum zzril ullutat.

Duismolumsan ulla conulla facing endreet, vent la augue con elit, conulputem zzriuscin utat wis euguerc iduismo lortin ut pat elit praesequat. Duis et incidunt nonsent inis estrud magnis amet ullum iril utat, vent lan vel utpat, veniamet, commy nulput.

MenuMet, sed mincilit ut aliquis cillutatummy niat nonse et loreet, sis dolenim quisis autpatu eraesse ex enissim estrud tate tatem quamconsed et, quat acipit vent at illa conum zzril ullutat.

Duismolumsan ulla conulla facing endreet, vent la augue con elit, conulputem zzriuscin utat wis euguerc iduismo lortin ut pat elit praesequat. Duis et incidunt nonsent inis estrud magnis amet ullum iril utat, vent lan vel utpat, veniamet, commy nulput.

most valued players

for our

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Dear John,

Extraordinary Invitation Asit adionumsan hent nisisim augiam zzrilit lortie faccum do dolortin hendrem eu feuisisi.Metum dionsed minim exer sustrud te cor il delit nis nonsendreet, quat aliqui eum vel do odoloreetum quisim zzril ut aliquis nulluptat. Ut et, volorper se eu faccummy nullutem il illaore velisl elenis. p.s. dipisit praessenis acinon caesars.com estrud.

Sincerely,

Kevin Smith

F: 4.375 in

T: 17.5625" W

3570 Las Vegas Blvd. South Las Vegas, NV 89109

John Sample 1234 Any Street Anytown, US 12345 MenuMet, sed mincilit ut aliquis cillutatummy niat nonse et loreet, sis dolenim quisis autpatu eraesse ex enissim estrud tate tatem quamconsed et, quat acipit vent at illa conum zzril ullutat.

Duismolumsan ulla conulla facing endreet, vent la augue con elit, conulputem zzriuscin utat wis euguerc iduismo lortin ut pat elit praesequat. Duis et incidunt nonsent inis estrud magnis amet ullum iril utat, vent lan vel utpat, veniamet, commy nulput.

F: 4.1875 in

See inside for details.

John Sample 1234 Any Street Anytown, US 12345 F: 4.5 in

The holiday Season is around the corner

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456 LAS VEGAS

DO: Use serif typeface for main message.

DO: Use black outer envelope for high-end events.

DO: Feature tournament logo / title on the lower left-hand corner.

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456

3570 Las Vegas Blvd. South Las Vegas, NV 89109

p.

66 caesars

DIRECT MARKETING CREATIVE STANDARDS

DESIGN IDEAS Mail Panel Designs

An

DO NOT: Put headline or subhead within the 4� x 1 1/4� address area. This is a postal requirement.

F:

LAS

See inside

EXPLO MANY S ENTERTA

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DIRECT MARKETING CREATIVE STANDARDS

DESIGN IDEAS Layout, copy, font & color THE LAYOUT

must be structured in a way that supports and enhances the main message. Font, font size and font color should be carefully considered and utilized to visually separate sections, as well as draw attention to important information such as offers and Calls to Action. Message structure and color/font selection must not confuse or overwhelm the reader.

1) Select a format and layout that support the message hierarchy.

Headline, offer and CTA are critical. For pieces with multiple messages, consider using different panels or visual separators to support each subhead or section. Devices can play a key role.

DOs checklist:

2) Maintain consistency in font and color. Each panel or spread should use a maximum of two fonts. Subhead colors should complement the color(s) used for main headlines or CTAs. Use all caps or bolding sparingly, and only to highlight a single key message.

DO: Use at most two fonts.

DO: Use at most three subheads.

DO: Use same font size and color for all subheads.

DO: Use same font size and color for all supporting copy.

DO: Ensure headline and subhead colors are complementary.

DO: U se all caps or bolding only to highlight a single key message.

T: 13.5" W

Among the Roman emperors, only Augustus could be the namesake for Caesars most prestigious and richest slot tournament.

PRIZE STRUCTURE

As one of our most loyal players, you have

Thursday, Month 21, 2007

1st Place

$1,200,000

tournament. Only 50 players will be allowed

2nd Place

$100,000

to enter and vie for prizes totaling $1.5 million

3rd Place

$50,000

4th Place

$35,000

Individual Arrivals & Tournament Registration Welcome Reception & Tournament Play

5th Place

$25,000

Saturday, Month 23, 2007

6th-10th Places

$10,000 ea.

11th-15th Places

$5,000 ea.

16th-25th Places

$1,500 ea.

Champagne Brunch Tournament Play Awards Reception

including a first-place prize of $1,200,000.

Eact entrant plays four 15-minute sessions. Winner will be determined based on total points of the entrant's top three session scores.

1

The entry fee for this incredible tournament is $25,000 and must be paid in full on or before Month, X, 2007 in order to reserve an entry.

ion

Copy must include a tangible benefit.

ace A T O T A L R E WA R D S 速 C A S I N O

Individual Arrivals & Tournament Registration

Use subheads to group information into logical sections.

Friday, Month 22, 2007

T: 5" H

Be a part of this elaborate celebration.

2

Schedule of Events.

an exclusive invitation to this extraordinary

Augustus awaits your arrival!

An offer only an emperor could extend.

Your exclusive offer includes suite accommodations for

Earn 338,000 Base Reward Credits while playing

unsurpassed amenities, an exclusive tournament gift and

slots or tables at Caesars Palace beginning

awards reception.

at 5:00 a.m. on Month 21st thru 5:00 a.m. on

To make your reservations, call your Casino Host, Branch

Month 24th, and receive your $35,000 entry fee

Office Representative or Casino Service, at 1-877-555-1234.

back in cash.

Please refer to offer code 1234567.

4 days/3 nights, welcome reception, tournament play,

The CTA must be clear and to the point.

3

Acidunt prat. To od tio consecte veriliquipis adiamcore ming exerostrud delis dit praestin heniatis ea feu feugiametue te veliquat. Ut prat. Riure dolorercilit lore consequat. Os adionse ndiamconsed etuerci psusci tat. Ip ex eui bla alit, quate magnim dolor iustie endrem inim ip euipiscin ulput num dolore eum quisi eumsandreet, conullutpat, velisi blandio consenim nummy nos non utet atue del init amcor irit aliquipit inim venim eu faccumsandio ero essed exer ipsusto odit et, core delis alis nonulputpat.

Dolor amet velestie conummy nibh eugait praesto delisse etuero corer irilla facin vendrer aessequis at laoreet, venim duis accum dit ulla facin vendrem iure tet, velis augue mod ting

F: 6.75 in

F: 6.75 in

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DIRECT MARKETING CREATIVE STANDARDS

DESIGN IDEAS Layout, copy, font & color

DO: Use visual separators such as Laurel Divider.

T: 13.5" W

Among the Roman emperors, only Augustus could be the namesake for Caesars most prestigious and richest slot tournament.

As one of our most loyal players, you have

PRIZE STRUCTURE

Thursday, Month 21, 2007

1st Place

$1,200,000

tournament. Only 50 players will be allowed

2nd Place

$100,000

to enter and vie for prizes totaling $1.5 million

3rd Place

$50,000

4th Place

$35,000

Individual Arrivals & Tournament Registration Welcome Reception & Tournament Play

5th Place

$25,000

Saturday, Month 23, 2007

6th-10th Places

$10,000 ea.

11th-15th Places

$5,000 ea.

16th-25th Places

$1,500 ea.

Champagne Brunch Tournament Play Awards Reception

including a first-place prize of $1,200,000.

Eact entrant plays four 15-minute sessions. Winner will be determined based on total points of the entrant's top three session scores.

The entry fee for this incredible tournament is $25,000 and must be paid in full on or before Month, X, 2007 in order to reserve an entry.

the $1.5 million slot tournament at caesars palace A T O T A L R E WA R D S 速 C A S I N O

Month 21-24, 2007

Individual Arrivals & Tournament Registration Friday, Month 22, 2007

T: 5" H

Be a part of this elaborate celebration.

Reign of Augustus

Schedule of Events.

an exclusive invitation to this extraordinary

Augustus awaits your arrival!

An offer only an emperor could extend.

Your exclusive offer includes suite accommodations for

Earn 338,000 Base Reward Credits while playing

unsurpassed amenities, an exclusive tournament gift and

slots or tables at Caesars Palace beginning

awards reception.

at 5:00 a.m. on Month 21st thru 5:00 a.m. on

To make your reservations, call your Casino Host, Branch

Month 24th, and receive your $35,000 entry fee

Office Representative or Casino Service, at 1-877-555-1234.

back in cash.

Please refer to offer code 1234567.

4 days/3 nights, welcome reception, tournament play,

DO NOT: Forget to create a message hierarchy.

Acidunt prat. To od tio consecte veriliquipis adiamcore ming exerostrud delis dit praestin heniatis ea feu feugiametue te veliquat. Ut prat. Riure dolorercilit lore consequat. Os adionse ndiamconsed etuerci psusci tat. Ip ex eui bla alit, quate magnim dolor iustie endrem inim ip euipiscin ulput num dolore eum quisi eumsandreet, conullutpat, velisi blandio consenim nummy nos non utet atue del init amcor irit aliquipit inim venim eu faccumsandio ero essed exer ipsusto odit et, core delis alis nonulputpat.

Dolor amet velestie conummy nibh eugait praesto delisse etuero corer irilla facin vendrer aessequis at laoreet, venim duis accum dit ulla facin vendrem iure tet, velis augue mod ting

DO: Use subheads to create visual separators.

F: 6.75 in

F: 6.75 in

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DIRECT MARKETING CREATIVE STANDARDS

Offers layout, color & Barcodes Offers rely on technical specifications to function properly. Therefore, instructions must be followed to the letter. °

° °

° ° °

Background: A 100% white paper background is preferable (paper — no varnish), or 5%−10% of Caesars PMS 125 or PMS 7501.

Perforating coupons is highly recommended (see Production Guidelines for details).

For borders, use no more than a 4 pt. rule in any approved Caesars color, preferably gold PMS 125. For backgrounds, use a 100% solid Caesars color or Treatment, which pops the coupons off the page (fig. 1).

Varnish should not be used on a coupon that is to be lasered.

A watermark is recommended on front and/or back of coupon (logo or other brand Device).

Never use Devices that might interfere with the message. Exception: A Round Laurel behind the dollar value can be used to highlight the offer.

Barcodes: ° Standardize all barcodes by placing them on the front. ° Leave at least 1/8” around the barcode.

Location Offer/Special Event

Background Color 100% white or a maximum 10% tint of PMS 125 or PMS 7501 Reservations/Offer ID

fig. 1

Caesars Palace Las Vegas

$25 CASH Present this coupon, Total Rewards card and valid government issued ID to the main cage to receive $10 in Cash.

John Sample Valid Month X - XX, 2007 For reservations call 1-800-555-5555 Offer ID: XXXXXXXXX See back for additional details.

Border Minimum 1/8" from perforation / trim.

1 pt. rule or approved Caesars Device.

Outer Border Solid color or approved Caesars Treatment.

Copy

Barcode 3 1/2" W x 1/6" W Must have 1/8" clearance all around.

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DIRECT MARKETING CREATIVE STANDARDS

Offers reel Rewards® offers Reel Rewards Offer coupons rely on technical specifications

Name of Recipient Helvetica Neue 55 Roman 11/11 pt. Tracking: 0 Copy C Helvetica Neue 55 Roman 8.5/10 pt. Tracking: 0

Type of Coupon Helvetica Neue 95 Black 11 pt. Tracking: 0

to function properly, i.e., get system validation. Therefore, instructions must be followed to the letter.

Background Color 100% white or a maximum 10% tint of PMS 7501

Vendors must obtain Reel Rewards certification to produce Reel Rewards coupons. See the Reel Rewards Coupon Specifications for complete details. Content below is for creative direction only. (Reel Rewards coupons must be tested prior to production and mailing.)

Offer reserved exclusively for:

Please note the following: Required copy that is often missed during the approval process: ° The first 18 digits of the serial number ° Dollar value of the coupon ° Valid property information ° Valid dates ° Coupon type (non-cashable or cashable) Mailed coupons must also include: ° Guest name ° Guest account number ° Offer ID

Code Number B Helvetica Neue 55 Roman 7 pt. Tracking: 0

John Sample

WINDSOR

Top line of specs: ° The finished size limitation is that of U.S. currency (2 9/16” x 6 1/8” or in millimeters — 65 mm x 156 mm +/- 1 mm). ° Color background: use either a 100% white background (paper — no varnish) or a 10–15% (preferably 10%) tint of ink of Caesars PMS 125 or PMS 7501. ° Border: no more than a 4 pt. rule. Use 100% of Caesars colors, preferably gold PMS 125. ° Leave at least 1/8” around the barcode.

Code Number A Helvetica Neue 55 Roman 7.6/10 pt. Tracking: 0

Reel Rewards® Coupon

16SNGD010AZ1 99999999

Barcode 2" W x 1/4" H Must have 1/8" clearance all around.

100

$

Valid XX/X/XX to XX/XX/XX at Caesars® Windsor only.

ONE HUNDRED DOLLARS

100

$

Coupon not redeemable for cash

Dollar Value Helvetica Neue 85 Heavy 20 pt. Tracking: 0 Disclaimer C Helvetica Neue 57 Med Condensed 6 pt. Tracking: 0

Front

Valid Dates Helvetica Neue 55 Roman 12/12 pt. Tracking: 0

Back

WINDSOR

To Redeem a Coupon Njnim ad minim veniam, quis nostrud exerci tatiomcorper suscipit lobortis nisl ut aliquip ex ea cffeo modo conss autem vel eum iriure dolor in hendrerit in vulputate velit esolestie consequat, vel illumxd lore eu feugiat nulla facilisis at vers et accumsan et iusto odio dignissim qui blandit praesent luptatt augue duis dolore te feugait nulla facilrem ipsum Lorem ipsum dolor sit am.

Caesars Logo Minimum 1" W Legal Helvetica Neue 55 Roman 9/11 pt. Tracking: 0

Rules Njnim ad minim veniam, quis nostrud exerci tatiomcorper suscipit lobortis nisl ut aliquip ex ea cffeo modo conss autem vel eum iriure dolor in hendrerit in vulputate velit esolestie consequat, vel illumxd lore eu feugiat nulla facilisis at vers et accumsan et iusto odio dignissim qui blandit praesent luptatt augue duis dolore te feugait nulla facilrem ipsum Lorem ipsum dolor sit am.

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OFFERS Required Information GUIDELINES below

reflect general specifications; coupon content may be modified based on specific purpose or redemption system.

Hotel Offers: ° Guest Information: ° Account # ° WiNet ID ° Valid Period ° Exclusion Dates ° Restrictions ° Teleservices # ° Template/Hotel ID ° Valid Properties

Event/Show Offers: ° Guest Information: ° Account # ° WiNet ID ° Valid Period ° Exclusion Dates ° Restrictions ° Location for Redemption, i.e., Cage, Box Office, etc. ° Redemption Information ° Barcode ° Offer Code ° Valid Properties

Guest Account # or WiNet ID should not be printed on coupon surfaces that are visible while in the mailstream.

Cash Offers: ° Guest Information: ° Account # ° WiNet ID ° Valid Period ° Exclusion Dates ° Restrictions ° Location for Redemption, i.e., Cage, Box Office, etc. ° Redemption Information ° Barcode ° Offer Code ° Valid Properties

Food Offers: ° Guest Information: ° Account # ° WiNet ID ° Valid Period ° Exclusion Dates ° Restrictions ° Location for Redemption, i.e., Cage, Box Office, etc. ° Redemption Information ° Barcode ° Offer Code ° Valid Properties

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Photography

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PHOTOGRAPHY Introduction Caesars is all about the experience, and the photography must reflect this in a spectacular nature. Photos should reflect the bold, seductive experience that Caesars provides. To showcase this experience, crop photos to capture a moment in time where you give your audience an insight into the emotion of the scene.

Photos should appear as single shots or as a string of shots in custom-designed Frames. Never use photo collages. °

°

° °

se only 300 dpi images imported at a maximum of 110% into U a Frame.

All images must be professionally photographed and licensed.

Choose photos that are in the color palette.

Duotones are allowed in black and gold PMS 125.

Lifestyle photography

° °

Do not stretch or skew photos in any way.

Exception for entertainment/entertainer-provided photos: Photos must be produced as approved by entertainer.

The photography guidelines on the following pages will help you to select the best content and quality of images to support this experiential brand.

Lifestyle vs. still life photography Lifestyle photography showcases people engaged in and enjoying activities. Each lifestyle image emotes an experience. It tells a subtle story, which is conveyed through people’s easily recognizable expressions. Lifestyle photography should be used as the main photo option on core DM pieces (NB, loyalty, hotel, etc.) in which we are driving loyalty and therefore most effectively

supporting the brand and the overall experience.

Still life photography depicts an inanimate object that is used to represent a theme (bingo balls, pumpkins, etc.), a promotion product and entertainer (DVD player, watches, entertainer photography) or an amenity (property exterior, hotel room, etc).

Still life photography should be used on special event/promotion DM pieces that support themed or promotional content.

The Caesars brand and campaign are heavily driven by the guest experience, which must be reflected in the balance of lifestyle versus still life photography across the overall marketing stream. The desired ratio should be at least 20% lifestyle photography and at most 80% still life photography within the overall mail stream.

Stil life photography

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Campaign lifestyle

PHOTOGRAPHY Lifestyle When using lifestyle photography, people should always be represented in ways that show them engaged in the experience.

They come to Caesars for bold, larger-than-life endeavors. Every shot should reflect them in a seductive yet upscale environment.

Photos should be cropped to eliminate anything extraneous, to best highlight a moment in time where you give your audience an insight into the emotion of the scene. °

°

°

° ° ° ° °

°

o not use the same photo more than once in a single piece, D including on the envelope.

Never crop heads off of people. An exception would be a tight shot of table games, when parts of people may appear in the background.

Be cognizant of people’s appendages to ensure the final photo is not awkward or cut off at inappropriate points.

Never use photo collages.

Don’t use transparency/opacity.

Don’t use faded borders or shading.

Do not use duotones on lifestyle photography.

Use illustrations rarely, if ever. If necessary, use only for promotions, and make sure they are in the promotions/ special events palette.

Entertainment images — photos must be cropped and produced as approved by entertainer.

Campaign lifestyle photography is available and should be the first option for lifestyle photos. Refer to the Campaign Style Guide for a complete listing of available campaign photography and usage rights.

Stock lifestyle photography: Since campaign photography is limited and we want to maintain its integrity by preventing overuse, it is appropriate to purchase and use well-selected lifestyle stock photography that adheres to the following guidelines:

°

°

°

°

°

° °

S elect professionally lit, properly focused images that evoke an emotion relevant to the DM content, and consistent the Caesars brand.

Avoid images that are predominantly lit using fluorescent lighting, or where people are squinting or have unflattering shadows.

Look for images with expressive compositions and dynamic angles. The foreground and background should not have anything superfluous or distracting, or have a negative connotation.

If possible select an image where one of the models is making eye contact with the camera. It should not look like a posed photo where all people are looking at the camera; rather, it should capture capturing one person’s emotions in the experience.

Images should showcase professional models that reflect the Caesars demographic. Models should be wearing outfits that fit well and are appropriate to the subject or intention of the images. Typically, the style of dress should be sophisticated rather than casual.

Use four-color images that complement the color palette.

Avoid images where logos appear, unless they are relevant to the DM piece.

Stock lifestyle

Recommended resources for purchasing lifestyle stock photography include the following: ° ° ° °

GettyImages.com ProCorbis.com Digistock.com Veer.com

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PHOTOGRAPHY Still Life In addition to choosing still life photos that show the Caesars experience in a positive manner, be sure to choose pictures that are within, or complement, our color palette. Look for golds, blacks, yellows and reds. Avoid pastels. ° ° ° ° ° ° ° °

1 2

o not use the same photo more than once in a single piece, including on the envelope.

D Never use photo collages.

Food should be shown on a plate. Never put food out of context in any manner.

Photos should appear as single shots or as a string of shots in custom-designed Frames.

Use transparency/opacity sparingly.

Don’t use faded borders or shading.

Duotones are allowed in black and gold PMS 125.

Use illustrations rarely, if ever. If necessary, use them only for promotions, and make sure they are in the promotions/special events palette.

Still life photography falls into three categories: 1. Themed still life is used to support themed events and promotions. Examples of themed still life include: ° ° ° °

°

Cash/coin/chips Slot machines Drinks/food Pumpkins, turkeys, etc. (holiday themes) Bingo balls, etc.

2. P romotional products and entertainers still life is used to support events where a required still life (or glamour shot of an entertainer) image must be showcased with the layout. Examples include: ° °

DVD player, watches, purses, etc.

Cher, Elton John, etc.

3. A menities still life is used to support or showcase certain outlets or property amenities, including: ° ° ° °

Property exteriors Pools, spas, etc.

Hotel rooms Restaurants, bars, etc.

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PHOTOGRAPHY Still Life

Themed still life photography

Themed Still Life Usage: Since still life photography is typically used on a one-off basis, it is appropriate to purchase and use well-selected still life stock photography. In some instances where you wish to express an emotion without being too specific or literal, you may wish to use several stock images in a layout. In all cases, still life stock photography must adhere to the following guidelines: °

°

°

°

°

S elect professionally lit, properly focused images that evoke an emotion relevant to the DM content, and consistent with the Caesars brand.

Products or objects should appear new, well crafted and free of blemishes, smudges or dust.

Avoid images that are predominantly lit using fluorescent lighting.

Look for images with expressive compositions and dynamic angles. The foreground and background should not have anything superfluous or distracting, or have a negative connotation.

Avoid images where logos appear, unless they are relevant to the DM piece.

Themed still life series

Luxury Getaway

Recommended resources for purchasing still life stock photography include the following: ° ° ° ° °

8 Wonders of the World

GettyImages.com ProCorbis.com Digistock.com Veer.com istockphoto.com

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PHOTOGRAPHY Still Life

Promotional product and entertainers

Promotional Products and Entertainers Still Life Usage: Whenever images are provided from a promotional sponsor or entertainer, you must use them, and adhere to the image provider’s guidelines for usage and treatment. In most cases, you cannot alter a provided image without permission. In some instances it may be acceptable, as long as the usage is elevated and the brand enhanced. For example, images may be outlined, cropped and dropped into a different background in a way that is consistent with the Caesars brand.

Amenities Still Life Usage: You may use recently photographed amenity/property images from your property. However, you must ensure the image is professionally shot, reflects the premium nature of the Caesars asset, and is an up-to-date depiction of the asset, both in content and style. It is recommended that images more than 3 years old be considered outdated. As an alternative to using an amenity still life image, consider using a lifestyle image or themed still life image. For example, instead of an amenity shot of restaurant, consider a lifestyle photo of people eating or a close-up of representative gourmet food.

Amenities photography

Please note the following: ° Don’t use transparency/opacity. “Ghosted” images are not consistent with the Caesars brand. ° Don’t use faded borders or shading. ° Duotones are allowed in black and gold PMS 125. ° Don’t use a photo as the full background for a piece with copy overlaid. Use the Frames as placeholders for photos.

Place copy on either the Treatment or on an area of the photo where there is no “information” (i.e., a shadow or empty wall).

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Promotions & Special Events

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Promotions/Special Events Introduction The Promotions/Special Events

Guidelines will ensure that all Caesars communications maintain brand consistency, while at the same time providing enough flexibility to feature and highlight the specific promotion or special event.

When developing direct marketing materials for a promotion or special event that involves different artwork or other elements that are not part of the Caesars Brand Guidelines, it is essential to follow the rules in this section.

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Promotions/Special Events Colors

25%

PROMOTIONs COLORS ° ° ° ° °

25% Promotions Color

se the accent colors on this page to help add vitality to layouts.

U Use these colors at 100%.

Never replace the primary, secondary or promotions colors with other colors.

Promotions colors should be used sparingly. The maximum is 25% of the mail piece.

Illustrations should also be used sparingly. When illustrations are required, use the promotions colors on this page.

75%

75% Primary Color

Promotions Colors

PMS 139 C 0 M 37 Y 100 K 23 R 200 R 138 B 18

PMS 483 C 0 M 91 Y 100 K 60 R 122 R 22 B 0

PMS 539 C 100 M 49 Y 100 K 60 R 0 R 43 B 84

PMS 5743 C 23 M 0 Y 85 K 82 R 52 R 70 B 13

DO: Use promotions color for art.

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Promotions/Special Events Fonts When using a font other than the primary Caesars fonts, choose a font that complements the main font. Use the special event and promotion font families shown here sparingly and typically for headlines only, supported by the primary fonts on body copy.

Anziano

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Libre Semi Serif

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Edwardian Script

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

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Promotions/Special Events Fonts PROMOTIONs GUIDELINES °

°

°

°

° °

se the Primary Caesars fonts for promotions and special U event logos and art.

Fonts must be in one of the Primary, Secondary, Tertiary or Promotions colors.

Use Primary or Promotions typeface as the font for promotions and special events.

Never use stretching or other techniques that distort fonts.

Use shadows sparingly.

Fonts should always appear as a single color, not duotone.

Promotions and special events logos may deviate from these rules when necessary. However, the direct marketing piece must leverage specified fonts, colors and branding elements surrounding this logo.

DO: Use Primary typeface as a promotional font.

Don’t add the following to fonts: ° 3-D effects ° Shading ° Crackling effects ° Duotones ° Glows

DO: Use primary typeface as a promotional font.

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Promotions/Special Events branding Elements °

°

°

°

T: 13.5" W

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456

3570 Las Vegas Blvd. South Las Vegas, NV 89109 LAS VEGAS

John Sample 1234 Any Street Anytown, US 12345

Month 27-28

LAS VEGAS

T: 5" H

aesars Branding Elements must be used on all direct mail C pieces. Each piece should incorporate one of the primary colors, a Frame and appropriate Treatments/Devices.

Make sure the event does not overshadow the Caesars brand. No matter what the promotion or special event, the customer should know it is sponsored by Caesars.

Don’t force the Branding Elements around the special event images and elements. Let each live in its own space.

In certain situations where the Frames, Treatments and Devices would be too busy or conflict with the promotion/ special event imagery, it is acceptable to use the Branding Elements on the address/mail panel only. However, special approval is required.

— OR — Month 29-30, 2006

F: 6.75 in

DO: Use Branding Elements and Caesars colors.

F: 6.75 in

DO NOT: Let promotion take over the Caesars brand, as this leads to consumer confusion.

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Promotions/Special Events photography 째

째

째

ll promotions/special events images should reflect the A elegant tones of the Caesars brand. Avoid pastels, ghosted images and images where more than 50% of the image color is not one of the Caesars primary, secondary or promotions/ special events colors.

All promotions/special events images should reflect the Caesars indulgent, adventurous spirit. They should not be cartoon-like, low quality or anything else not associated with the Caesars brand.

All photography requirements mentioned previously in the Caesars Brand Guidelines still apply for promotions and special events (e.g., no photo collages).

DO: Use imagery that complements Caesars colors.

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Promotions/Special Events copy Presorted First Class U.S. Postage Paid Lxs Vegxs, Neveda Permit No. 3456

Required Information (Promotions)

2 ON DECEMBER 3RD, ONE LUCKY WINNER WILL GO ON A

$1,000,000

Each communication must include a message hierarchy, with specific copy highlighting each component of the promotion.

EVERY FRIDAY • 2–10 PM • Bag Up the Bucks!

• dna; eia e hfoa ela ejou • dna; eia e hfoa ela ejou dna • eia e hfoa ela ejou dna • eia e hfoa ela ejou dna • eia e hfoa ela ejou

SHOPPING

SPREE!

DAILY • ALL-DAY GIVEAWAY • dna; eia e hfoa ela ejou • dna; eia e hfoa ela ejou dna • eia e hfoa ela ejou dna • eia e hfoa ela ejou dna • eia e hfoa ela ejou

$1 MILLION IN THE BAGSM SWEEPSTAKES

ENTER THE TOTAL REWARDS®

Each communication must include a message hierarchy, with specific copy highlighting each component of the special event.

AND YOU COULD WIN A $1,000,000 SHOPPING SPREE!

John Sample 1234 Any Street Anytown, US 12345

WILL IT BE YOU?

Required Information (Special Events)

BONUS ENTRIES! Receive a bonus entry for every 25 Base Reward Credits

you earn between now and November 2!

GRAND PRIZE DRAWING WILL BE HELD LIVE AT CAESARS® IN LAS VEGAS ON NOVEMBER 3!

Grand Prize (1) $1,000,000 SHOPPING SPREE at the Forum Shops

1

First Prize (1)

YOU COULD WIN A

4 5

$100,000 SHOPPING SPREE at the Pier Shops at Caesars

$1,000,000

SHOPPING SPREE!

3

EVERY SATURDAY • 12–6 PM • Bags Galore!

• dna; eia e hfoa ela ejou • dna; eia e hfoa ela ejou dna • eia e hfoa ela ejou dna • eia e hfoa ela ejou dna • eia e hfoa ela ejou

AT THE FORUM SHOPS AT CAESARS® IN LAS VEGAS.

3475 Las Vegas Blvd.

Las Vegas, NV 89109

1) Headline with name of promotion 2) Prize 3) Weekly qualification/Daily qualification 4) Bonus entries 5) Final prize process 6) Disclaimers

Simply swipe your Total Rewards® card at any Casino Promotions Desk during the times listed below to enter — you could win the $1,000,000 SHOPPING SPREE, plus other cash prizes and gifts.

The more you enter, the better your chances of winning!

Where will you play?SM HARRAH’S®

•

CAESARS®

•

HORSESHOE®

•

PARIS®

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•

SHOWBOAT®

•

RIO®

•

FLAMINGO®

•

BALLY’S®

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6

T: 13.5" W

1) Headline with name of special event 2) Date/time 3) Location 4) Offer 5) Offer code

1

Reign of Augustus

the $1.5 million slot tournament at caesars palace

2

M on t h 2 1 - 2 4 , 2 0 0 7

T: 5" H

T: 13.5" W

Among the Roman emperors, only Augustus could be the namesake for Caesars most prestigious and richest slot tournament.

F: 6.75 in

F: 6.75 in

PR I ZE ST R UCT UR E

As one of our most loyal players, you have

$1,200,000

2nd Place

$100,000

to enter and vie for prizes totaling $1.5 million

3rd Place

$50,000

4th Place

$35,000

Individual Arrivals & Tournament Registration Welcome Reception & Tournament Play

5th Place

$25,000

Saturday, Month 23, 2007

6th-10th Places

$10,000 ea.

11th-15th Places

$5,000 ea.

16th-25th Places

$1,500 ea.

Champagne Brunch Tournament Play Awards Reception

Eact entrant plays four 15-minute sessions. Winner will be determined based on total points of the entrant's top three The entry fee for this incredible tournament is $25,000 and reserve an entry.

the $1.5 million slot tournament at caesars palace A T O T A L R E WA R D S

M on t h 2 1 - 2 4 , 2 0 0 7

®

CASINO

Friday, Month 22, 2007

Augustus awaits your arrival!

session scores. must be paid in full on or before Month, X, 2007 in order to

Individual Arrivals & Tournament Registration

T: 5" H

Be a part of this elaborate celebration.

3

Thursday, Month 21, 2007

1st Place

tournament. Only 50 players will be allowed including a first-place prize of $1,200,000.

Reign of Augustus

Schedule of Events.

an exclusive invitation to this extraordinary

4

An offer only an emperor could extend.

Your exclusive offer includes suite accommodations for

Earn 338,000 Base Reward Credits while playing

unsurpassed amenities, an exclusive tournament gift and

slots or tables at Caesars Palace beginning

awards reception.

at 5:00 a.m. on Month 21st thru 5:00 a.m. on

To make your reservations, call your Casino Host, Branch

Month 24th, and receive your $35,000 entry fee

Office Representative or Casino Service, at 1-877-555-1234.

back in cash.

Please refer to offer code 1234567.

4 days/3 nights, welcome reception, tournament play,

5

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Dolor amet velestie conummy nibh eugait praesto delisse etuero corer irilla facin vendrer aessequis at laoreet, venim duis accum dit ulla facin vendrem iure tet, velis augue mod ting

F: 6.75 in

F: 6.75 in

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Asian In-Language Guidelines

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ASIAN IN-LANGUAGE DM Introduction PURPOSE Asian branding elements are pieces of art that complement existing DM Standards used to standardize the design when creating Asian language DM for the individual brands.

REQUIREMENTS °

°

°

ll Asian in-language DM pieces should follow guidelines in A the following section.

All Asian language copy should be translated through the Corporate Multi-cultural marketing team.

There are no separate Frames for Asian DM; use Frames from general market standards in conjunction with Asian Fonts, Colors, Treatments & Devices as outlined on the following pages.

DO DO: Create bilingual DM (Asian and English) in case the

intended recipient does not read the Asian language.

DO: Create separate DM for different Asian markets

(Vietnamese, Chinese and Korean).

DO: Place Asian language before English.

DO: Include the English version of “Know When To Stop Before

You Start.®” after the in-language translation.

DON’T DO NOT: T ranslate the property name.

DO NOT: S tart sentences with punctuation marks.

DO NOT: U se branding elements not included in this guideline.

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ASIAN IN-LANGUAGE DM Translation Process FONTS When developing an Asian in-language piece, only the

IMPORTANT PROCEDURES:

fonts on the following pages should be used. These fonts should be purchased and consistently used by all designers and vendors.

When an in-language translation is delivered, it will be delivered in one of the following fonts.

PREPARING FILE TO VENDOR/PRINTER: ° When the designer is done placing the Asian copy (inlanguage) in the DM piece, do a ‘save as’ and on a second copy of the piece convert the live type font to “an outline” (instructions below) so that the copy is now a vector shape. ° This must be done BEFORE it is sent to the production vendor. It will no longer be editable as text. Send this version to the production vendor & keep the live type version as a back up. To convert to an outline, follow these instructions: ° PC: right click on copy and select “convert to outline”. ° MAC: select the type then go to the menu Type > Create Outlines, or key command Shift+Command+O.

°

°

°

°

wo types of Chinese, Vietnamese and Korean fonts are T provided.

When there are English words on the Chinese and Korean copy, use English fonts from the general market standards.

Chinese fonts provided are in traditional Chinese. Use of simplified Chinese is not recommended.

Do not use font size below 6 pt. for Chinese and Korean because the characters will be illegible.

ASIAN IN-LANGUAGE DM TRANSLATION PROCESS: °

°

ll Asian in-language translations need to happen through A corporate Multi-cultural Marketing.

Properties can select a file format for in-language to be delivered in (word, .eps - recommended, etc), a PDF document of the translation must also be delivered.

PROOFS FROM VENDOR/PRINTER: When proofs are delivered from the production vendor, properties must do 2 of the following: ° Compare production proof against PDF delivered from inlanguage agency. ° Have an on property expert (Asian host fluent in the language) approve the production proof. ° Have corporate Multi-cultural Marketing approve the production proof.

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ASIAN IN-LANGUAGE DM fonts * Font size below 14 pt. is not recommended.

Chinese A

Vietnamese A

korean A

Chinese B

Vietnamese B

korean B

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ASIAN IN-LANGUAGE DM colors Red is a favorite color among Asians because it signifies prosperity.

Yellow and Gold also resonate well among Asians because of the high value placed on gold.

Primary Colors

PRIMARY COLOR PALETTE consists of four colors, which will provide a consistent, quality look and feel for every communication. Use Primary Colors for large sections of solid color and appropriately applied to Treatments.

PMS 124 C 0 M 28 Y 100 K 6 R 238 G 178 B 17

PMS 1955 C 0 M 100 Y 60 K 37 R 163 G 2 B 52

appropriate for borders or any small section of solid color or other accent opportunities.

PMS 125 C 0 M 26 Y 100 K 26 R 197 G 150 B 12

Black C 100 M 0 Y 0 K 0 R0 G0 B0

Colors in this guideline may not print as true color and should not be used to compare with final pieces. Please refer to a Pantone book for matching.

Secondary Colors

SECONDARY COLOR PALETTE should be used to complement and accent primary colors in a DM piece. Secondary colors are

PMS 343 C 98 M 0 Y 72 K 61 R 0 G 87 B 61

PMS 726 C 0 M 8 Y 23 K 2 R 249 G 228 B 194

PMS 490 C 0 M 74 Y 100 K 72 R100 G 34 B 0

White C0M0Y0K0 R 255 G 255 B 255

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ASIAN IN-LANGUAGE DM Treatments The Caesars brand Frames should be populated with the Asian Market Treatments on this page.

When selecting an Asian Treatment be cognizant of the content of the DM message and ensure that the Asian Treatment supports the event of offer appropriately.

The Asian Treatments listed on this page can be used in Primary and Secondary Colors from the Asian segment, unless otherwise noted beneath the Treatment. If a Treatment highresolution piece of art does not exist in the intended color, it is the designer’s responsibility to appropriately change the color of the Treatment per the approved colors.

Treatment colors can be changed using Primary and Secondary Colors in the Asian guideline.

Fish

Window

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DIRECT MARKETING CREATIVE STANDARDS

ASIAN IN-LANGUAGE DM Treatments The Caesars brand Frames should be populated with the Asian Market Treatments on this page.

When selecting an Asian Treatment be cognizant of the content of the DM message and ensure that the Asian Treatment supports the event of offer appropriately.

The Asian Treatments listed on this page can be used in Primary and Secondary Colors from the Asian segment, unless otherwise noted beneath the Treatment. If a Treatment highresolution piece of art does not exist in the intended color, it is the designer’s responsibility to appropriately change the color of the Treatment per the approved colors.

Treatment colors can be changed using Primary and Secondary Colors in the Asian guideline.

Gold Leaf (Do not alter the colors)

Ribbon (Do not alter the colors)

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ASIAN IN-LANGUAGE DM Treatments The Caesars brand Frames should be populated with the Asian Market Treatments on this page.

When selecting an Asian Treatment be cognizant of the content of the DM message and ensure that the Asian Treatment supports the event of offer appropriately.

The Asian Treatments listed on this page can be used in Primary and Secondary Colors from the Asian segment, unless otherwise noted beneath the Treatment. If a Treatment highresolution piece of art does not exist in the intended color, it is the designer’s responsibility to appropriately change the color of the Treatment per the approved colors.

Treatment colors can be changed using Primary and Secondary Colors in the Asian guideline.

Season (Do not alter the colors)

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ASIAN IN-LANGUAGE DM Devices DEVICES are pieces of secondary art used as accents to help

Accents

communicate a message. These devices are broken down into functional groups that can help organize and highlight information in the Asian language DM. They can also be used in tandem as bookends to call attention to dates, phone numbers or promo codes. 째

째

se any Primary or Secondary color to fill the stroke edge of U the Device.

Devices are not required, but recommended to be used sparingly on a piece.

Cachet

Ring

Double-line

Corners

Boxes

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ASIAN IN-LANGUAGE DM holiday elements ASIAN HOLIDAY ELEMENTS are created for promotional use during special Asian Holidays such as the Lunar New Year and Moon Festival. These elements add to the festivities and should be used in addition to regular Asian branding elements. Although created specially for the holidays, some of the elements may be used for regular DM when deemed appropriate.

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ASIAN IN-LANGUAGE DM holiday elements ASIAN HOLIDAY TREATMENTS are not necessarily in Primary or Secondary Colors. Do not change the Treatment colors because the Treatments are specially created to mark the Asian holidays.

Lunar New Year

Moon Festival

Abundance

Lion

Moon

Prosperity

Fire Cracker

Lantern

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ASIAN IN-LANGUAGE DM holiday devices ASIAN HOLIDAY DEVICES are not necessarily in Primary or Secondary Colors. Do not change the Device colors because the Devices are specially created to mark the Asian holidays.

Lunar New Year

Firecracker String

Banner

Gold

Ru Yi

Red Envelopes

Tangerines

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ASIAN IN-LANGUAGE DM holiday devices ASIAN HOLIDAY DEVICES are not necessarily in Primary or Secondary Colors. Do not change the Device colors because the Devices are specially created to mark the Asian holidays.

Moon Festival

Full Moon

Paper Lanterns

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ASIAN IN-LANGUAGE DM template samples 째 째

hese example executions are examples how to appropriately apply Asian Market creative with DM creative standards.

T The high resolution layered template examples exist on the DM Portal for optional usage.

A sian in - l ang u age | L O Y A L T Y M arketing 0 9 | 0 8

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DIRECT MARKETING CREATIVE STANDARDS

ASIAN IN-LANGUAGE DM template samples 째 째

hese example executions are examples how to appropriately apply Asian Market creative with DM creative standards.

T The high resolution layered template examples exist on the DM Portal for optional usage.

A sian in - l ang u age | L O Y A L T Y M arketing 0 9 | 0 8

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DIRECT MARKETING CREATIVE STANDARDS

ASIAN IN-LANGUAGE DM template samples 째 째

hese example executions are examples how to appropriately apply Asian Market creative with DM creative standards.

T The high resolution layered template examples exist on the DM Portal for optional usage.

A sian in - l ang u age | L O Y A L T Y M arketing 0 9 | 0 8

Templates Note: All templates are available via the Creative Portal. Templates may not be sized to optimal DMPO formats. Designers must take care to resize art to optimal production sizes.

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CA-1 PROMOTION POSTCARD Content: Promotion/Giveaway | Size: 6” W x 4.25” H

Billboard Side

Mail Side

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CA-2 PROMOTION POSTCARD Content: Promotion/Giveaway | Size: 9” W x 6” H

Billboard Side

Mail Side

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CA-3 PROMOTION POSTCARD Content: Special Events | Size: 9” W x 6” H

Billboard Side

Mail Side

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CA-4 Letter package Content: Loyalty Letterhead | Size: 8.5” W x 11” H Envelope: #10 Commercial

Envelope

Letter Front T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

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CA-5 Letter package Content: Reel Rewards® Letterhead | Size: 8.5” W x 11” H Envelope: #10 Commercial

Envelope

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most valued players for our

Extraordinary Invitation

DIRECT MARKETING CREATIVE STANDARDS

An

John Sample 1234 Any Street Anytown, US 12345

CA-6 Special Events Envelope Content: Special Events | Size: 9.5” W x 6” H

3570 Las Vegas Blvd. South Las Vegas, NV 89109

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456 Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456

3570 Las Vegas Blvd. South Las Vegas, NV 89109

John Sample 1234 Any Street Anytown, US 12345

An

Extraordinary Invitation for our

most valued players

Envelope Front

Envelope Back

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CA-7 self-mailer Content: Special Events | Size: 8.5” W x 11” H Folded: 8.5” W x 5.5” H

Billboard Side

Inside Mail Side T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

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CA-8 Self-mailer Content: Promotion/Giveaway | Size: 8.5” W x 6.5” H Folded: 4.25” W x 6.5” H

Billboard Side

Inside

Mail Side

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CA-9 self-mailer Content: Promotion/Giveaway | Size: 6” W x 8.5” H Folded: 6” W x 4.25” H

Billboard Side

Inside Mail Side T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

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CA-10 Insert & Envelope Content: Promotion/Invitation | Size: 13.5” W x 5” H Folded : 6.75” W x 5” H Envelope: A7 Announcement T: 13.5" W

T: 13.5" W

Presorted First Class U.S. Postage Paid Las Vegas, Nevada Permit No. 3456

3570 Las Vegas Blvd. South Las Vegas, NV 89109 LAS VEGAS

LAS VEGAS

Month 27-28

— OR —

— OR —

Month 29-30, 2006

Month 29-30, 2006

Billboard Side

Envelope

Back

F: 6.75 in

F: 6.75 in

T: 5" H

T: 5" H

Month 27-28

John Sample 1234 Any Street Anytown, US 12345

F: 6.75 in

T: 13.5" W

Lavish Setting. Great Challenge. Beautiful Accommodations. $10,000.

Vel in utem num iurem iliqui te modit autatis senibh etummod tissequ iscidunt in utpatet aut vulput venim velit, sectetum do od tin vercidunt vero ex enit ad dolorero odolut illaore magnim quipit irilis erosto od dolesto ex eum zzril digna facidunt wissim et ad modolenim zzriure endit atem venim digna commod magna at.

Dit, secte dolor in ex enim ipit, conulput alit prat, summodo lobore diam, quisl dolestrud modolore min utat.

Schedule of Events.

PRIZE STRUCTURE 1st Place

Monday, Month 27 or Wednesday, Month 29, 2006

Individual arrivals

$5,000*

Tournament registration

cortis at.

Reservations.

To make your reservations, call your casino host, Branch Office Representative of Casino VIP Service, at 1-877-555-1234.

Choose from the following offer codes and Month 27-28 — OR — Month 29-30, 2006

tournament dates: Month 27–28, 2XX6: XXXX123 [ OR ] Month 29–30, 2XX6: XXXX456

2nd Place

Tuesday, Month 28 or Thursday, Month 30, 2006

$1,000

Re-buys available for $xx on first-come basis

3rd – 10th Place

$500

T: 5" H

Ut wisit ipit augue commy nisl eu faccum vent landipsusto Tournament play Awards presentation immediately to follow finals

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Inside F: 6.75 in

F: 6.75 in

T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

113

caesars

p.

DIRECT MARKETING CREATIVE STANDARDS

CA-11 Self-mailer Content: Core Loyalty Mailing | Size: 7.75” W x 14.875” H Folded: 7.75” W x 5” H

Billboard Side

Mail Side

Inside

T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

114

caesars

p.

DIRECT MARKETING CREATIVE STANDARDS

CA-12 letterhead self-mailer Content: Food/Hotel | Size: 8.5” W x 11” H Folded: 8.5” W x 3.75” H

Billboard Side

Mail Side

Inside

T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

115

caesars

p.

DIRECT MARKETING CREATIVE STANDARDS

CA-13 gate fold invitation Content: Promotion/Tournament Size: 18” W x 5.75” H Folded: 9” W x 5.75” H Envelope: A10 Announcement

Billboard Side - Gate Fold

Back Side

Envelope

Inside

T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8

116

caesars

p.

DIRECT MARKETING CREATIVE STANDARDS

CA-14 double gate fold self-mailer Content: Core Loyalty Mailing | Size: 17” W x 10.25” H Folded: 4.375” W x 10.25” H

Billboard Side

1st Spread - Gate Fold

Inside

Mail Side

T em p l ates | L O Y A L T Y M arketing 0 9 | 0 8