LAS VEGAS and DALLAS, March 28, 2013 /PRNewswire/ -- Caesars Entertainment Corporation (NASDAQ: CZR), a leader in hospitality and entertainment, today announced it is partnering with Alliance Data Systems Corporation's (NYSE: ADS) Retail Services Business, a leading provider of loyalty and marketing solutions, to launch a new Total Rewards credit card, providing another way for the loyalty program's members to earn credit in the award-winning loyalty program. (Logo: http://photos.prnewswire.com/prnh/20051024/ADSLOGO ) In partnership with Caesars, Alliance Data will launch the Total Rewards Visa co-brand credit card, enabling cardholders to accelerate their earnings through Total Rewards program for purchases made at Caesars' resorts as well as on all other purchases made with the card outside of Caesars locations. In addition, premier Total Rewards Visa Signature® cardholders will have access to all of Visa Signature's benefits, including travel, entertainment, sports and travel protection benefits. Caesars' Total Rewards loyalty program, winner of Colloquy's 2012 Master of Enterprise Loyalty award, sets the industry standard in recognizing and rewarding members based on their engagement across Caesars resorts, including dining, entertainment, hotel stays, shopping and more. "At Caesars, we focus on building relationships and loyalty with our guests through a distinctive combination of great service, memorable experiences and unmatched rewards. These also are the attributes we sought in a partner to help us grow our credit card program, and to help provide our guests new opportunities to earn benefits through Total Rewards," said Joshua Kanter, SVP of Total Rewards at Caesars Entertainment. "Alliance Data brings a comprehensive suite of tools that will enable our guests to easily and conveniently join our new credit card program. Alliance Data's purchase data and customer profiling tools will allow us to gain even deeper insight into our guests' preferences and shopping behaviors." "We are excited by this strategic partnership with Caesars Entertainment and are dedicated to working with Caesars to enhance the industry-leading Total Rewards program. Together, we will bring on new cardholders and ensure that these Caesars customers are rewarded in ways that are increasingly meaningful and valuable to them," added Melisa Miller, president of Alliance Data Retail Services. "We look forward to collaborating closely with this dynamic company to enhance its brand affinity and drive sustained loyalty among its valued guests. This new partnership also extends Alliance Data's commitment to the hospitality category – a key growth vertical for Alliance Data Retail Services." Alliance Data will enable Caesars to develop a deeper understanding of its cardholders through analysis of purchase behaviors, and will also help Caesars to further engage cardholders through expanded customer-relevant channels – all to increase cardholder loyalty to the Total Rewards program and the broader portfolio of Caesars brands. Caesars will also have access to Alliance Data's advanced set of digital and mobile capabilities connected to the card program, which will give Caesars customers the convenience of using their smartphone to apply for the Total Rewards credit card. All credit card accounts will be targeted to customers that meet Alliance Data's traditional credit quality standards.