PRIORITY CLUB RELAUNCH

TitlePRIORITY CLUB RELAUNCH
BrandINTERCONTINENTAL HOTELS GROUP
Product / ServiceREWARDS LOYALTY PROGRAM
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Advertising Agency:DDB CHINA GROUP Shanghai, CHINA

Credits

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

The Campaign

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.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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