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InterContinental Hotels Group
In-Hotel Credit Card Acquisition

RAN IN: United States

CLIENT
InterContinental Hotels Group (IHG)

Will Conrad - Assoc. Creative Director
Lucy Lieberman - Executive Group Director
Roxanne Ong - Director, CRM Strategy

AGENCY
OgilvyOne Worldwide *Lead Agency

Don Berg - VP, Loyalty Programs & Partnerships
Beth Berry - Assoc. Campaign Manager, Partnership Mktg.
Lynne Cobb - Loyalty Programs & Partnerships
Mark Shepherd - Director, Partnership Programs


SUMMARY

Less than half of one percent of Priority Club Select Visa (the loyalty programs credit card of the InterContinental Hotels Group) cardholders are acquired every year from the in-hotel channel. With 3,500 hotels in the Americas and 48,000 loyalty program members checking in everyday, this performance was abysmal. This channel obviously needed some CPR. We set out to re-imagine what this channel could and should do and within 5 months yielded an increase of 12,513% in approved applications over the same period last year! It was a huge success!

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive

Audience: New Audience, Men, Women, Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English