To improve engagement of existing Marriott Rewards members as well as acquisition of new millennials to the loyalty program through the Megabonus program of double points.
As Creative Director, I launched Marriott Rewards’ first social first campaign and worked with my team of writers and art directors to focus on the travel experience vs. the offer. We used the popular forced perspective photography and first launched a user generated social campaign asking people to share their photos. The campaign storyline, “Within Your Reach,” along with the photography was to bring people as close as possible in a 2D world to the experience.
We then chose our favorite submissions to be used in our marketing efforts including Facebook advertising, solo emails, direct mail, and Marriott.com digital placements.