ICLP is pleased to announce our work with Club Carlson, The Carlson Rezidor Hotel Group loyalty programme, has been shortlisted for Best Direct Marketing (E-mail) Award. The 2014 ‘Thank You’ campaign was created to thank members for their loyalty to the programme with a personalised gift, specific to each recipient through a surprise and delight mechanic.
Organised by the Chartered Institute of Marketing’s Travel Group, the Travel Marketing Awards will be hosting its eighth annual ceremony to celebrate the most original marketing, advertising, and digital campaigns in the travel space throughout the previous year.
The Club Carlson campaign is more than the average programme communication. Rigorous analysis of behavioural member data was carried out to better inform gift choices. Combining the data insight with the use of creative landing pages, the members received a personal and engaging gift based on criteria such as frequency of stay, language preference, and food and beverage consumption. By promising a free gift in the email but not specifying what it was until members clicked through, ICLP added intrigue and a sense of ceremony.
The winners of this year’s Travel Marketing Awards will be announced at the award ceremony in London on 15th March 2016.
More information on the Travel Marketing Awards 2016 can be found on the awards website.
To speak with a member of the team directly, please contact Katherine Fleischer, Marketing Manager, on Katherine.Fleischer@iclployalty.com or +44 20 3725 0384.’