Best Hotel And Lodging Email Message Campaign

Target Market

The target of this campaign consists of more than 2 million Kimpton email subscribers featuring an assortment of guest segments, from leisure and business travelers to members of the LGBT community, pet owners and more - all of whom are eager to experience the unique appeal of this boutique hotel brand

Goals

BKV was tasked with a complete refresh of Kimpton's eCRM loyalty program while integrating the newly refreshed Kimpton brand. It was crucial that the emails' visual aesthetics and copy tone support the sensibilities treasured by their most loyal guests. In practical terms, the redesign of the program needed to be built on a technical platform that would allow efficient customization in order to address their various guest segments while still offering maximum flexibility to express their vibrant and sophisticated boutique brand.

Kimpton also expressed the need for more robust eCRM capabilities, including dynamic content for versioning across guest segments, as well as multi-platform, responsive design for maximum usability across desktops, tablets and smartphones.

In just four weeks, BKV designed and implemented two email templates: a brand-wide version for all Kimpton hotels and sub-brands, and a regional version. Our specific campaign objectives were threefold:

- To increase bookings, reservations and overall subscriber growth
- To retain Kimpton's loyal guests while augmenting loyalty and engagement
- To measure performance through guest engagement metrics, including open and click-through rates with a focus on mobile engagement

Contributors:

EVP, Chief Creative Officer, Partner:	Alan Blose
EVP, Director of Client Services, Partner:	Jana Ferguson
Senior Art Director:	Lee Summers
Creative Director:	Michelle Gunn
Director, eCRM Technology:	Billy McNair
Email Technology Coordinator:	Daniel Harmon
Account Supervisor:	Stacy Binder
Assistant Account Executive :	Grant Emory
Senior Copywriter:	Zoe Courtman-Smith

BKV

Location: US