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