CEA Touts Ease of Hotel Chain’s Loyalty Program

Campbell-Ewald Ad ver tising has put together a marketing program designed to promote Six Continents Hotels’ revamped loyalty program to members as well as targets.

The campaign pushes Six Continents’ renamed Priority Club Rewards program as an individual brand. “I believe this is the first time a loyalty program has been approached as a brand in and of itself,” said Jeff Scott, president, integrated account services at the Warren, Mich., agency.

CEA won the bulk of the program’s account last November. Digitas, Boston, was awarded some strategic work.

The estimated $10 million campaign launches in March with direct mail that has been translated into 12 different languages and will be sent to 13 million current members of the loyalty program.

A credentials packet will be sent including a redesigned membership card with the club’s new name, an introduction letter and membership handbook with details on point redemption, Scott said.

A print campaign breaks April 1 in USA Today, The Wall Street Journal and selected consumer magazines.

All of the advertising employs the new tagline, “It’s easier. Enjoy.” CEA’s creative team was led by Cindy Sikorski, evp and creative director.

The campaign focuses on how to redeem loyalty club points and various options on how to use them, Scott said. It will also inform potential members of the benefits of joining the club, he said.

The club covers consumers who stay at any of the company’s 3,200 hotels worldwide in the Holiday Inn, Holiday Inn Express, Crowne Plaza, Inter-Continental and Staybridge Suites chains.

CEA has also re designed the club’s mem ber newsletter, called “The Point,” which is now available online and as a quart erly catalog.

The launch includes a sweepstakes starting March 15 and running through April. It will award 1 million points each day to members who go online at www.priorityclub.com and provide their e -mail addresses and update their preferences.

The changes follow two years of research by the Atlanta hotelier and the agency. Initially, 7,500 consumers were polled, which led to a second study with a smaller number surveyed.