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:

  • 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.

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.

“I do not know anyone who can elevate a company’s marketing and PR as you have. I have enjoyed learning from you and appreciate your respect and perception.”

essbee (sarah butler) marketing + communications | +61 400 507 759

ABN 62 144 939 818 | australia