Using behavioral modeling, we segmented points-earning members into groups to provide personalized bonus points offers. This range of offers allowed us to ensure the campaign would be relevant for each member, no matter how long they'd been with the program.
We developed and executed the campaign concept that would be fleshed out across all touch points including email, direct mail, social media and digital ads.
The results were astonishing! We generated $47M more than projected, $48.5M more than the 2015 promotion and had 26% of low & unengaged achievers unlock additional bonus offer.
With so many different booking channels available these days, we decided to incentivize Marriott Rewards members to book directly on Marriott.com by offering members exclusive benefits like free Wi-Fi, bonus points and most importantly our lowest price, all the time.
Our research focused on a competitive analysis of similar loyalty programs and direct booking campaigns. Based on our research, we planned a campaign to launch in early April 2016 promoting our exclusive Member Rate.
Our wide-reaching campaign achieved impressive results that included over 200M OOH impressions, 116M+ impressions on Facebook, 100M+ impressions on Yahoo, 12M impressions on TripAdvisor and 100M impressions in field marketing.
Pave is a new community where people unlock the potential of young careers through an innovative social financial agreement. Over the course of 8 weeks we led a series of workshops, where - with the founders and full Pave team - we captured and codified their brand purpose, values and tone of voice, and named the participants. To launch the new brand, we designed the UX, identity and provided content for the pilot site.
Pave launched a pilot in December 2012 with eight prospects and 28 backers.
In 2015, Marriott International and the NFL teamed up to make Super Bowl 50 a landmark occasion. In order to engage with and excite consumers around this historical event, Marriott developed a "50 to 50" buzz campaign. This first-of-its-kind Facebook app-driven activation gave Marriott Rewards members the chance to win an all-expenses paid trip to Super Bowl 50 along with a group of 50 friends.
With so many members joining every year, Marriott Rewards needed an efficient and cost-effective way to inform new members on their available benefits. We developed the New Member Digital Brochure. This digital brochure was translated into 10 languages and is distributed to over 5M members annually.
