Cannes Lions

Hilton Honors American Express Card Seasonal Mailer DM

MINDSTREAM MEDIA GROUP, Dallas / AMERICAN EXPRESS / 2020

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Overview

Entries

Credits

Overview

Background

Brief

-Explore a different way of messaging prospects with a sense of urgency

to book their last travel plans before the Holiday.

-Create a tropical, dreamy, fun, summer vibe that communicates adventure and escape in an easy to read, bullet point format

Objectives:

- Attract new prospects by designing a seasonal/tropical mailer.

-Remind prospects that it’s almost the holidays and encourage them to book a relaxing vacation with Hilton.

Offer/Value Proposition:

Hilton Honors American Express Card - No Annual Fee: Earn 100K Hilton Honors Bonus Points ® after you spend $1K in purchases on the card within your first three months of Card Membership.

Idea

The agency was tasked with creating a direct mail package for Card Acquisition, with a slight twist. We designed the concepts to look seasonal and more tropical, encouraging prospects to take advantage of their time off over the holidays and, through the valuable benefits of the Hilton Honors American Express Card®, book a great vacation with the bonus rewards and benefits Hilton Cards have to offer.

Strategy

Data gathering: Data based on credit history.

Target audience: Prospective Hilton Card Members who would be attracted to the travel benefits of the Card.

Approach: Prospects who enjoy travel may be searching for a getaway during the holidays. The creative was designed with a tropical theme to entice potential travelers to book their vacation with a Hilton Card.

Call to Action: Prominent CTAs on all pieces encouraged prospects to apply via phone, web, or mail

Execution

The creative was mailed to 333,000 recipients in a single mailing in August 2019.

Outcome

Results: Package saw improvement in response over the previous Business as Usual (BAU) control, with this featured package achieving a 10 percent lift in response.

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2023, NRMA

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