Brand Development

Web Design

Campaign

B2C

Genting Rewards

REBRANDING A LOYALTY PROGRAM TO ENHANCE PLAYER PROGRESSION AND VALUE

Resorts World Las Vegas aimed to rebrand its loyalty program to better illustrate player progression and provide clearer program details. The initial approach lacked differentiation and clarity, leading to fewer signups. Our solution involved a tier restructure, a royalty-themed rebrand, new card designs, a dedicated website, and a targeted marketing campaign.

OVERVIEW

CLIENT

RESORTS WORLD LAS VEGAS

YEAR

2023

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ABOUT

Resorts World Las Vegas introduced a loyalty program with a thematic approach. However, it didn't effectively communicate player progression and lacked comprehensive information, resulting in fewer signups. Feedback indicated guests' desire for distinct cards to showcase their player status. To address these challenges and identify potential improvements, our team conducted extensive research, analyzing a competitive set to understand the strategies and offerings of other properties. This research was instrumental in shaping the direction of the rebranding.

CHALLENGE

The main challenge was to rebrand the loyalty program to clearly depict player progression, offer comprehensive program details, and cater to guests' desire for status recognition.

Before

After

REBRANDING & DESIGN

We simplified the program by reducing tiers from 6 to 4, focusing on a "royalty" theme to evoke feelings of exclusivity. The new tiers, "Royal", "Prime", "Monarch", and "Imperial", were introduced with distinct card designs for each, allowing guests to flaunt their player status. Additionally, a dedicated website was launched to provide detailed insights into the program's benefits.

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MARKETING & STRATEGIC IMPLEMENTATION

A marketing campaign was tailored to reinforce the royalty theme, aiming to make guests feel valued. This campaign also included an email communication strategy to walk current players through the essence of the rebrand. Collaborating with the property operations team and the loyalty department, we devised strategies to boost signups, targeting over 1,000,000 organic members in 2023. Part of the program's development was also the inception of Crockfords Club, an invite only members club which the details of cannot be disclosed.

RESULTS

Post-rebranding, the Genting Rewards program received overwhelmingly positive feedback from customers, with many expressing that they could finally comprehend the program's workings. This clarity and renewed brand image have set the program on a trajectory to exceed over 1,000,000 total signups in 2023. Furthermore, to ensure current players were well-informed and aligned with the rebranding, an email communication campaign was launched, walking them through the changes and the essence of the rebrand.

COLlaborators

Chief Marketing Officer

Ronn Nicolli

Vice President of Marketing & Advertising

Nick Martini

Sr. Loyalty Operations Manager

Manuel Domingo Jr.

Sr. Loyalty Marketing Manager

Naomi MacPherson

Marketing Specialist

Kelvin Johnson

Graphic Designer

May Nguyen

Graphic Designer

Jasmine Secopito

Sr. Graphic Designer

Corvo Rubio

Web Developer

Urvenue

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