Shopper Marketing: Loyalty
This category will highlight efforts that were designed with loyalty as the driver for the effort.
The Big Win
IHGs loyalty program was not performing as it once did, losing 4% revenue from the previous year and facing diminishing returns from its promotions. How do you revitalize a loyalty program with increasingly disengaged members amidst a commoditized promotional landscape? Leverage the oodles of data at our disposal to give travelers what they wanted: personalized, relevant rewards with The Big Win. Revenue and engagement increased by multiples compared to the previous promotions and consequently IHG set the new standard for hotel loyalty promotions.
Brand: IHG Rewards Club
Agency: Ogilvy & Mather