Marriott needed packaging for their Gold Card members. They knew that a successful rewards program could increase loyalty. They also needed a website. Marriott Gold Card materials needed to reflect the same five-star quality their hotels represented. They learned of us through word of mouth and were hired us for the project.
Because JW Marriott, Courtyard, Renaissance, and others were participating in the program we were commissioned a new brand uniting all the existing brands. Other hotels presented the card in a brochure or envelope, often including vouchers in a separate enclosure. We wanted something self-contained, where the card was the focal point.
At the time, not many hotel chains across the Asia-Pacific offered a rewards program of such magnitude. Certainly nobody else–at least to our knowledge–had an informative website in four different languages (English, Chinese, Korean, Thai) for their rewards program. Another unique, behind-the-scenes challenge involved managing multiple administrators. Over 60 locations were participated, each one with its own online content manger. Our existing content management system had to be modified in order to handle the high number of authors. In order to train them all how to use it, we created a training video.
Over 30 new hotels joined the program, becoming THE exclusive membership program in the region. In just six months, that number doubled. Thousands of visitors per month to the website. Our propriety content management system Obray, proved it could smoothly handle heavy traffic, a high number of editors, and multiple languages. Membership has increased 63%. Marriott Gold Card surveys reveal more than 60% of members became familiar with and started using the hotels because they joined the loyalty membership program.
