Creative and Art Direction
Scott Warren, Copy
The product development team at Marriott Vacations Worldwide launched a pilot program for owners entitled “Resort Credit.” The intent was to provide owners additional usage options for “unused” points. Once on-site, they would be sent to the Marketing Desk to activate the credit for their stay. That year 61,000 Owners had an average of 1,000 Vacation Club Points that went unused by the end of the year. To solve for the problem, the product development team asked us to come up with a piece that stood out from the standard Marriott Vacation Club branded materials to bring more awareness to the program. As it became available at more resorts and more options were added, it became an increasingly popular option and proved successful.
We developed a campaign around Resort Credit’s usage options, mainly focusing on food and dining, and reinforced to Owners that the program reduced out of pocket spending while on vacation. The campaign among others included the following awareness posters which were displayed around the resort.
Grab n’ go
Off site activities
Results: The original point-conversion projection was 4.5 million. The program almost doubled its projections – totaling 8.5 million points converted, with over 7,500 arrivals with Resort Credit to spend, totaling 2.6 million in potential on–site spending. The program ultimately worked.