Problem: Starwood Preferred Guest members have access to countless travel rewards, but they're only utilizing their membership for big vacations.
Solution: Remind SPG members that their year is filled with weekends. 52 of them to be exact. And SPG can help every member make the most of their 52.
Body Copy: Sarah's year includes 52 weekends. Some will be spent taking the kids to soccer practice and others will be filled with housework. But not this weekend. This is weekend 16 of 52, and as a Starwood Preferred Guest, it's easy for Sarah to do whatever she wants. It's her 52 and we believe she should spend them accordingly.
Tagline: What's your 52 look like?
OOH instillation on a city tourism bus reminds consumers to make the most of their weekends with SPG.
The 'Your 52' landing page introduced members to a yearlong sweepstakes. Every time an SPG member booked a getaway, they would be entered to win an additional weekend trip. Each weekend throughout the year, SPG offered up an exciting new escape, giving away 52 in total, to a completely different SPG property.
Banner ad drives consumers to SPG website where they can take advantage of their 52.
An SPG application aggregated data from member's Facebook profiles and created an estimated visual representation of how they have been spending their weekends. Accompanied messaging encourages consumer to book a getaway and offers up a 20% off incentive.
Twitter messaging introduced members to a yearlong sweepstakes. Every time an SPG member booked a getaway, they would be entered to win an additional weekend trip. Each weekend throughout the year, SPG offered up an exciting new escape, giving away 52 in total, to a completely different SPG property.
When SPG members finally did book a weekend getaway, they would be greeted with branded hotel keys and a branded welcome card. Messaging on the card encouraged guests to hashtag pictures of their weekend #7of52 to show how travelers around the world made the most of their weekend with SPG.