While InterContinental Hotels Group’s Priority Club Rewards program has the most members of any hotel loyalty program in the world, the program has never had an identifiable brand identity. Many members don’t even realize they belong to the club! To boost the program’s visibility over the long term, I worked with Digitas designers, brand planners, and creative directors to give the program the discernible identity it had been lacking. Since the program’s target audience is frequently-traveling and cost-conscious businesspeople, we focused on offering a program identity that makes it as easy as possible for members to be rewarded for all the hard work they do and sacrifices they make. It’s about respect, appreciation, and providing travelers with the “Better Side of Rewards” they deserve.

See how this brand voice exploration played out here. Click on each item for a full view:”/wp-content/uploads/thumbs/
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