A room key unlocked card benefits

Background

American Express were launching a new card – the Marriott Bonvoy Bevy American Express Card -that allowed Marriott hotel lovers to earn points, get free nights and elite status at over 8,000 hotels world-wide. 
As the world eagerly emerged from the grips of the pandemic, American Express not only sought to persuade existing cardholders to upgrade but also to inspire them to embark on exciting travel adventures once again.

Solution

American Express produced a mailing that whetted the appetite of travel hungry Amex holders who were keen to book their next adventure. It was as bold as it was educational and as rational as it was emotional…a feast for the eyes. 

Sent to 300,000 Card Members, the mailing oozed quality and aspiration. Inside was a tip-on replica of a room key housed in a pocket with the message ‘Unlock Elevated Status and More’.  On the back was a QR code – with a fallback URL and telephone number - that drove Members directly to a site where they could effortlessly request an upgrade. 

The accompanying brochure used captivating imagery from destinations around the world to illustrate the number of nights Card Members could spend in each by leveraging their Welcome Offer Marriot Bonvey points. It worked to entice Members to upgrade…and to travel again. Compelling copy was used to explain the unique benefits of the Marriot Bonvoy American Express Card.

Results

The inspirational mailing produced inspirational results and drove 31% total new accounts acquired through card upgrades for the new Marriot Bonvoy American Express Card.

Source: Cannes Lions Award Entry 2023