2009 ECHO Award - AMDIA
2009 ECHO Award - AMDIA
2009 ECHO Award - AMDIA
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SILVER<br />
INTERCONTINENTAL HOTELS GROUP (IHG) WANTED TO<br />
MAKE ITS PRIORITY CLUB REWARDS PROGRAM work harder.<br />
It reached out to highly targeted members with a campaign using<br />
behavioral, transactional, and third-party data. Right-time direct mail<br />
and email communications featured photographs taken by Priority Club<br />
members at IHG properties, sharing the member’s name, enrollment<br />
year, and property location. Members whose photos were used received<br />
a gallery-style framed photo and sincere message of thanks. This righttime<br />
strategy, coupled with the unique member-centric approach, paid<br />
off with winning results, including a revenue per email rate 30 times<br />
higher than the average.<br />
CAMPAIGN NAME – Lifecycle Marketing Campaign<br />
CONSUMER ADVERTISING MEDIUM – Multimedia<br />
AGENCY – Boost<br />
ART DIRECTOR – Sonjia Cummings<br />
PROJECT MANAGER – Tamara Reed<br />
COPYWRITER – John Severson<br />
CREATIVE DIRECTOR – Jim Williams<br />
CLIENT – InterContinental Hotels Group<br />
MANAGER, GLOBAL CONSUMER MARKETING – Kevin Hickey<br />
VICE PRESIDENT, CRM & MULTI-BRAND MARKETING – Lincoln Barrett<br />
DIRECTOR, GLOBAL CONSUMER MARKETING & CRM – Ken Bott<br />
BRONZE<br />
SCANDINAVIAN AIRLINES WANTED TO PROMOTE ITS<br />
ECONOMY EXTRA CLASS to business travelers in its EuroBonus<br />
rewards program. To engage its audience, it sent letters and emails<br />
launching Travel Day, an online game, and included a special summer<br />
booking offer. An invitation encouraged recipients to play Travel Day,<br />
which required players to guide a traveler through a trip while making<br />
sure he took advantage of all the benefi ts of Economy Extra class. Participants<br />
received a follow-up with the EuroBonus points they earned<br />
for playing and a reminder of the summer booking offer. The campaign<br />
generated an ROI of 31 and sales of $23.3 million.<br />
CAMPAIGN NAME – SAS – The Travel Day<br />
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia<br />
AGENCY – RelationshusetGekko<br />
CREATIVE MANAGER – Sonja Lund<br />
ART DIRECTOR – Camilla Dragsted Hassing<br />
COPYWRITER – Sonja Lund<br />
MARKETING STRATEGIST – Jan Køhler<br />
PROJECT COORDINATOR – Pernille Bengston<br />
ACCOUNT DIRECTOR – Finn Overgaard<br />
CLIENT – Scandinavian Airlines Denmark A/S<br />
70<br />
TRAVEL & HOSPITALITY<br />
TRANSPORTATION<br />
ASSOCIATE MANAGER LIFECYCLE MARKETING – Courtney Tierney<br />
SENIOR EMAIL MARKETING CONSULTANT – Joseph Wanandi
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