loyalty program
The Ville Resort-Casino / Jupiters Hotel & Casino
An ownership change at Jupiters Hotel & Casino to The Ville Resort-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.
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Competitor research and analysis to identify potential competitive advantages.
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Full rebrand and repositioning including a new name and trademarking.
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Complete suite of collateral including membership cards with a metallic and spot UV finish, brochures, stationery, EDM templates and web pages.
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Multi-channel conversion and acquisition campaign.
The program was designed to increase:
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Acquisition and retention.
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Perceived competitive advantages.
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Visitation.
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Average spend.
It was vital to transition as many patrons as possible to the new program because:
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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.
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To be able to market to them via targeted direct mail and drive revenue
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To track, monitor and report on gaming behaviour to identify high yield patrons and target and invest in them effectively.
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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:
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EDM • SMS • DM
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In-venue collateral
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Launch parties
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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:
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Radio
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TV
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Print
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Digital
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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.