loyalty program

The Ville Resort-Casino

An ownership change at Jupiters Hotel & Casino meant a new loyalty program was required. I formulated a new strategy and led the execution of the Vantage Rewards loyalty program including:

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• Methodologies for tier thresholds and corresponding rewards and benefits to motivate patron spending to reach higher tiers.

• Competitor research and analysis to identify potential competitive advantages.

• Full rebrand and repositioning including a new name and trademarking.

• Complete suite of collateral including membership cards with a metallic and spot UV finish, brochures, stationery, EDM templates and web pages.

• Multi-channel conversion and acquisition campaign.

The program was designed to increase:

• Acquisition and retention.

• Perceived competitive advantages.

• Visitation.

• Average spend.

It was vital to transition as many patrons as possible to the new program because:

• Members could not be automatically transitioned – they had to sign new terms & conditions and complete ID checks before they could become a Vantage Rewards member.

• To be able to market to them via targeted direct mail and drive revenue

• To track, monitor and report on gaming behaviour to identify high yield patrons and target and invest in them effectively.

• Create a perception of worth and superiority of our program over our competitors who were actively courting our top patrons.

A multi-channel campaign was formulated and executed in two stages.

1.  Target existing patrons using a BTL strategy:

• EDM • SMS • DM

• In-venue collateral

• Launch parties

• An instant win a ‘Peel & Reveal’ card for all transitioning members and an entry to a draw to win an Audi A3.

2.  Once the initial surge of existing members subsided an ATL campaign was launched to the general public via:

• Radio

• TV

• Print

• Digital

• All those who joined also went into the car draw.

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RESULT:  An increase from previous loyalty program membership of 15% with 9,000 signups in the first month. A 20% increase in active members within three months.