Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The goal of this campaign is to RE-ENERGIZE the Wyndham Rewards program across all key stakeholders – members, guests, franchisees, and team members! Despite being a #1 ranking hotel loyalty program with a unique breadth of opportunities to both earn and redeem points, we realized we had a gap to fill in terms of awareness and understanding of the program. This campaign was designed to grow program membership, increase member engagement, drive direct bookings, and re-engage with lapsed members.
Our target audience are Everyday (leisure & business) travelers who are hardworking, practical people that typically stay at value- and mid-scale properties. Our research found that these “everyday travelers” tend to think that hotel rewards programs are overly complicated and only valuable to those who frequently stay in high-end hotels.
We strove to persuade our audience and position Wyndham Rewards as a different type of hotel rewards program—one that’s simple, flexible, and rewarding for all, from soccer moms to long-haul truck drivers. After all, everyone deserves to be rewarded for their travel every time they travel.
This integrated campaign has been implemented cross channels including a on-property collateral kit for all hotels including a customized QR code to track each member enrollment back to the property, Wyndhamrewards.com, email, and social media. The on-property collateral kit was designed to reach guests on-site at key touchpoints of their stay: Front Desk (sign & brochure), key cards, Key Card holders, Guest posters for elevators, lobby and breakfast area, breakfast area tabletop sign, and staff poster.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
In the four months post launch vs. the four months pre-launch, we have seen the following results to date…
- Total Member Nights grew 14%
- Total Enrollments grew 10%
- On-Property Enrollments grew 7% (from the new QR component of the on-property collateral)
- Overall, the Social Media content combined drove over 20M impressions, 142,410 site visits and a SVR of 0.71% exceeding the brand benchmark by 208%.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
While our budget and revenue figures are confidential, the campaign was both efficient and effective based on our key metrics. To date, the campaign successfully delivered over 20M million social media impressions. In terms of metrics we saw member engagement make positive strides: member nights increased 14%, overall enrollments increased 10% and on property enrollments grew 7% from the new QR codes integrated on the on property collateral throughout the hotels.
Division
Integrated Campaign - Business to Consumer