A luggage tag system includes a main portion comprising an elongated portion for forming a loop to attach the luggage tag system to a piece of luggage; a removable portion detachable from the main portion; a unique serial number provided on both the main portion and the removable portion; an area of the removable portion comprising a printed coupon or prize indicator; and an adhesive panel covering the area to prevent the area from being seen until the adhesive panel is removed. Any portion of the adhesive panel that is separated from the removable portion of the tag system loses its ability to adhere to the removable portion so that premature removal of the adhesive panel, in whole or in part, is detectable.