To launch the new Marriott Bonvoy Bevy American Express Card, we needed to announce to Marriott Bonvoy enthusiasts seeking everyday value that there was a new Card for them. Still, our approach had to be delicate given that the global pandemic was still foremost in Card Member’s minds.

By highlighting the rich suite of benefits this new Card offered, our team aimed to contextualize its value for travel and everyday experiences. Our creative approach needed to invite the reader to return to travel in an engaging, respectful manner. Additionally, both campaign channels had to feel aspirational to create excitement and buzz for the Card’s launch.

Further, American Express had previously marketed a Card to this audience: the Marriott Bonvoy® American Express® Card. The aim of this campaign was to reach Card Members and convince them to upgrade.

To develop a creative that matched our strategy, we needed to produce a campaign that was as bold as it was educational, and as rational as it was emotional - a feast for the eyes.

Our big idea: Give the reader more at every turn – new ideas behind every fold.

In Direct Mail, we enticed Card Members to learn more about how they could unlock exciting new upgrades using a tip-on replica of a room key with a QR code that drove readers to an application site.

Further, we visually represented various destinations around the globe, demonstrating how many nights Card Members could stay in each place using the Marriott Bonvoy points from their Welcome Offer.

Our target audience was made up of Card Members carrying the Marriott Bonvoy Amex Card, which is no longer in acquisition. This target was recognized as a group of savvy travelers who were eager to begin planning their next stay.

Our approach was to contextualize our product benefits through bold graphics and compelling copy while building out a robust offer. Further, we aimed to inspire readers to come back to travel.

These efforts lead to our primary KPI – new accounts acquired (NAA). Throughout all our creative touches, readers were invited to engage with the CTA: Request an Upgrade. Across our mailer, readers could use a QR code or log-on to a URL.

This action would send readers to an application page where they would fill out a short form to apply for the new Card.

A Drive-to-Phone option was also highlighted for those who preferred this method to apply.

This campaign launched in fall of 2022 with the Direct Mail creative going in market by November, sent to an audience of about 300,000 Card Members

We tested summer imagery against winter imagery in DM with the Summer photos wining out.

The aim of this campaign was to upgrade Card Members from their current Card to the new Marriott Bonvoy Bevy American Express Card– the primary metric measured being NAA (New Accounts Added).

Both Email and Direct Mail met or exceeded KPIs in all areas – these two creatives combined to drive 83% of the total New Accounts Acquired through Card Upgrades across the Amex customer marketing communications for the new Card.