The obvious choice
Hotels.com rewards club lets you collect 1 free night for every 10 nights you book. Trouble was bookers were using their free nights and never returning, or not using their free nights at all. I had to create a campaign to stop the churn.
The answer was obvious. Captain Obvious. He’s the brand’s strongest asset and the face of its brilliantly successful above the line campaign. I put him centre-stage in our CRM campaign, injecting his irreverent presence into our emails to build brand recognition, engagement and stronger ties with the overall campaign.
I crafted his comedic comments to target several different audiences. Those that already had free nights in the bag and but hadn’t used them. Those that were close to getting their free night but needed encouragement to get over the line. And those who needed an incentive to kick-start their booking habits. On every email, bookers could view a loyalty card which showed the amount of nights they’d collected as well as clear outline of their next steps.
This was a highly targeted data-led crm campaign, with subtle nuances between each audience. As well as help from Captain Obvious, we also used personalisation and voucher codes to make every email feel more personal.
