Title | PRIORITY CLUB RELAUNCH |
Brand | INTERCONTINENTAL HOTELS GROUP |
Product / Service | REWARDS LOYALTY PROGRAM |
Entrant | DDB CHINA GROUP Shanghai, CHINA |
Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
Credits |
Name | Company | Position |
---|---|---|
David King | DDB China Group | Managing Director |
Annie Ho | DDB China Group | Account Director |
Rae Shen | DDB China Group | Account Manager |
Steven Hua | DDB China Group | Senior Account Manager |
Raymond Kong | DDB China Group | Creative Director |
Yadong Zheng | DDB China Group | Designer |
Adam Chen | DDB China Group | Web Designer |
Kevin Yu | DDB China Group | Production Director |
Anthony Tartaglia | 21communications | Account Director |
Lily Zhang | 21communications | Account Manager |
Jason Lv | 21communications | Design Manager |
William Li | 21communications | Technical Director |
Despite a large member base, IHG’s loyalty card program in China, Priority Club Rewards (PCR) suffered from low levels of engagement with many members having signed up to the program and stayed only once. Even the best customers in China carried relatively low points balances than those in other markets. Research indicated two primary reasons of this: - A lack of understanding of the program amongst Chinese members - Low communication relevance due to global creative adaptations This campaign was developed to address both of these issues by using on and off line communications with LOCAL originated materials and rewards.
The relaunch has been an outstanding success. In the three months following the October 2008 relaunch there was a 41% increase y.o.y. in the number of new enrollments and a 34% increase y.o.y. in the total number of PCR member stays in China’s IHG hotels. In addition, the membership in China is redeeming their hard earned points at levels not seen before, with the June 2009 year to date figures for reward nights running at 46% higher than this time last year. Setting new global best practice standards, this integrated campaign has since been successfully adapted for Japan and Australia.
We decided to reposition PCR as a program providing immediate benefits and privilege, rather than only focusing on longer term rewards. We created a key visual for the campaign, signifying privilege, status and choice, used across all media: • Print ads in Business Press & In Flight magazines • Airport light boxes at baggage reclaim areas • On line banner ads on travel portals and IHG websites • WAP (Mobile internet) banner ads & text links • Downloadable Travel Widget Mobile App • Dedicated campaign microsite & WAPsite • DM & eDM to existing members • Staff engagement incentive program