Priority Club launches more engaging eMagazine
InterContinental Hotels Group (IHG) has partnered with interactive marketing agency IQ Interactive to produce a new rich media e-magazine as a value-added benefit for its 'Priority Club Rewards' frequent guest programme members.
Priority Club Rewards will be using IQ's rich media services to help extend the reach of its brand's professional sports sponsorships in the US, specifically in terms of Major League Baseball (MLB), PGA Tour, and Richard Childress Racing's car in the NASCAR Busch Series.
From static to engaging The e-magazine will feature four video clips, an HTML e-mail newsletter, and various banners linked to IHG's own web sites. The aim of launching the magazine for programme members was to swap from the previous "static" newsletter to a more engaging magazine with video content to help members visualise where their rewards could take them.
According to Ken Bott, director of global consumer marketing for IHG, "The e-magazine format helps us convey the idea that, through our programme, members have the flexibility to redeem points for otherwise unimaginable rewards and true once-in-a-lifetime experiences that are unique to our brands."
Successful launch Tony Quin, CEO for IQ Interactive, said that in the short time since its launch, the new e-magazine format has led to a substantial increase in click-through rates and a significant increase in conversion rates for IHG.
Priority Club Rewards currently claims 33 million members. In addition to its No Points Expiration and No Blackout Dates features, members have points redemption options including more than 574,000 lodging establishments worldwide (even at competitor's properties) through its Any Hotel, Anywhere card. Points can also be redeemed for airline miles on more than 40 partner airlines, car rentals, gift certificates, and a range of other products from the Rewards Catalog. Priority Club Rewards also runs a Personal Shopper programme that lets members negotiate points for items that are not in the standard rewards catalogue.