Bolin Expands Carlson Hotels’ Loyalty Program

CHICAGO Bolin Advertising uses computer-generated animation to depict the vast array of places to earn and redeem points in Carlson Hotels new loyalty program through a television, print and online advertising campaign.

A television spot from the independent Minneapolis agency uses animation to show the new goldpoints plus card morphing into different objects, such as a shopping bag and an airplane to show how points can be earned and redeemed. The spot will begin airing on CNN’s airport network on Jan. 17. A concurrent print campaign will be running in USA Today The work uses the line, “Great hospitality. More rewards.”

The new goldpoints plus program allows customers to earn points by staying at any of Carlson Hotels’ brands, which include Radisson, Country Inns and Suites, Park Plaza and Park Inn. The company’s previous loyalty programs had been brand specific, according to Tony Hart, director of customer relationship management for the Minneapolis company.

Spending on the campaign was not disclosed. Carlson Hotels spent $12 million on advertising from January to September last year, according to Nielsen Monitor-Plus.