3. Inspire Engagement
In 2014, the overall tone of the campaign was mainly reflective, looking back at the accomplishments of the individual member as well as the rewards program as a whole. In 2015, we shifted the focus to include a much more future-oriented component. The Year-in-Review solo poses the question, “what’s your 2016 travel resolution?” which links to an interactive travel quiz. After a series of multiple choice questions regarding travel preferences, users were provided a personalized travel recommendation including a location, hotel, and relevant Marriott Rewards program tip. The most popular destinations were further expanded upon in future campaigns. The travel quiz not only provided an opportunity for users to have a more interactive experience with the content, but it also gave us insight into the type of content each member is most interested in seeing.
The 2015 campaigns proved to be worth the effort. In 2015, we continued to beat Marriott Rewards’ past campaign performance by increasing overall click rates by 62% and growing booking rates by 40%compared to the 2012 & 2013 averages. Additionally, the high level of engagement the Year-in-Review communications generated among Marriott Rewards members on social channels suggested that our campaign helped shift the lens through which customers view our client: from a hotel company to a travel industry expert–a definite “win” in our book.