Hilton
BACKGROUND
Following the goal shattering success of our direct marketing program, the Hilton CoBrand team asked us to help with another large scale initiative – a test and learn pilot program of on-property “channels” driving new card acquisitions.
Using a variety of tactics, placements, and offers, they wanted to see what truly moved the needle for their most captive audience – Hilton guests currently on a stay. There were three lofty goals for this program:
QR Codes were tailored to specific property locations allowing us to track top brands, regions, offers, and placements for a robust delivery of data all served through a real-time API with easy view through on our custom-built reporting platform.
Creative messaging spanned two offers. The first was a retail-first approach with strong calls-to-action and significant sign-up bonuses. The second was a more evergreen approach featuring the amazing benefits and elevated Honors membership experience that comes with being a cardholder.
These offers were then concepted for specific placements such as elevator signage, business center screen savers, front desk brochures, and room key packets—all culminating with a newly crafted connected in-room TV spot featuring the Surpass card, its amazing benefits, and a beautiful Hilton resort experience.
CONSUMER BELIEF
There are such a variety of credit cards available, why should I choose the Hilton Honors American Express Surpass Card?
BELIEF INTERSECTION
The Hilton Honors American Express Surpass card is the best way to get the most out of my stays and my Hilton Honors membership.
RESULTS
From January 2022, the pilot program saw 3,686 unique QR code scans and 6,144 total scans.
By tracking specific inn codes, brands, and placements the Hilton team has been able to discern the effectiveness of the on-property channel as well as which placements and brands work best at driving new card acquisitions.
For example, the Tru Digital Elevator Placements were found to be ineffective and were phased out of the program, but the placement within room key packets has been found to drive the most highly qualified new card applicants across all CoBrand channels, even beyond the on-property placements – demonstrating the real value of this captive audience and supporting their goal of driving new card acquisitions.
From 1/1/22 to present, the pilot program saw 3,686 unique QR code scans and 6,144 total scans.
AWARDS
The In-Room TV spot also picked up two Telly Awards – Silver for Travel/Tourism, and a Bronze under Product and Services.
We also snagged a Bronze Telly under Branded Content — 3D Animation for our Points Plus Business Center Screensaver.
The CoBrand On-Property Pilot Program was also awarded an HSMAI Adrian Award under the Digital, Technology category.
