Lacek Produces Stylish, Sophisticated Welcome Kits for Starwood Preferred Guest, Garnering Awards and Accolades in the Loyalty Marketing Category
Challenge:
Starwood's loyalty program welcome kits, developed by The Lacek Group since the program's inception in 1999, have been well-received both by consumers and industry organizations year after year. In 2006, Lacek's challenge was to create an even higher-quality piece across all member levels that engaged current and potential Starwood Preferred Guests and that stood out from the competition.
Solution:
Although Starwood's 2006 welcome kits were produced within the same budget and time parameters as in 2005 and faced new challenges requiring innovative solutions, they exuded a sense of style, sophistication and quality like never before. Several creative elements were implemented to reflect the program's exceptional benefits and create an easy-to-understand kit.
Rich, textured paper was used, instantly giving the outer envelope and brochure a unique look and feel. Large, stylish photos of some of Starwood's best properties across all seven brands were included, helping members see the quality and caliber of hotels Starwood offers. A membership card was enclosed, giving recipients the opportunity to hold a tangible element of the program. The brochure was versatile, featuring a sleek, functional pocket used to hold inserts, including the Le Meridien acquisition announcement and an American Express partner offer.
Results:
Demonstrating the ability to take a highly complex, multi-layered project and create an easy-to-use, functional and effective kit, The Lacek Group's award-winning design captured recognition at the 2006 National Gold Ink Awards. In addition, Starwood's welcome kits have been highly touted at flyertalk.com, the interactive community site focusing on loyalty and frequent-user travel programs.
Challenge:
Starwood's loyalty program welcome kits, developed by The Lacek Group since the program's inception in 1999, have been well-received both by consumers and industry organizations year after year. In 2006, Lacek's challenge was to create an even higher-quality piece across all member levels that engaged current and potential Starwood Preferred Guests and that stood out from the competition.
Solution:
Although Starwood's 2006 welcome kits were produced within the same budget and time parameters as in 2005 and faced new challenges requiring innovative solutions, they exuded a sense of style, sophistication and quality like never before. Several creative elements were implemented to reflect the program's exceptional benefits and create an easy-to-understand kit.
Rich, textured paper was used, instantly giving the outer envelope and brochure a unique look and feel. Large, stylish photos of some of Starwood's best properties across all seven brands were included, helping members see the quality and caliber of hotels Starwood offers. A membership card was enclosed, giving recipients the opportunity to hold a tangible element of the program. The brochure was versatile, featuring a sleek, functional pocket used to hold inserts, including the Le Meridien acquisition announcement and an American Express partner offer.
Results:
Demonstrating the ability to take a highly complex, multi-layered project and create an easy-to-use, functional and effective kit, The Lacek Group's award-winning design captured recognition at the 2006 National Gold Ink Awards. In addition, Starwood's welcome kits have been highly touted at flyertalk.com, the interactive community site focusing on loyalty and frequent-user travel programs.
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