Traditional loyalty program points may still form the cornerstone of many programs, but points alone no longer provide enough incentives to completely win the customer loyalty game. Today, customer loyalty is increasingly being driven by authentic, memorable, and meaningful customer experiences. And, as a result, some brands are finding new and interesting ways to generate that excitement.
This idea seems to correspond directly with Marriott’s game plan, as the leading international hotel chain has just announced a strategy that will potentially engage a community of 50 million sports fans with a unique customer experience.
By teaming up with the NBA, Marriott will give loyalty program members the opportunity to attend numerous marquee NBA events all around the world.
Starting in Johannesburg, South Africa, for the 2015 NBA Africa Game, Marriott Rewards Members will have the chance to attend exclusive events in 11 additional cities thorough Brazil, Canada, China, Italy, Mexico, Spain, and the UK. In total, the promotion will encompass the 2015-16 NBA Global Games, the 2015 NBA Africa Game, and the 2015 NBA Canada Series.
“Basketball is one of the most popular sports in the world, and our partnership with the NBA gives us an opportunity to tap into a passionate fan base and communicate the breadth and depth of our portfolio,” said Karin Timpone, Marriott International Global Marketing Officer. “Similar to what we are doing with music and entertainment, our NBA partnership helps us create memorable experiences for our Rewards members and amplify the benefits of the program for both new and loyal guests.”
In addition to attending the games, Marriott Rewards will also give members the chance to participate in a number of exclusive and private VIP events such as NBA player meet-and-greets and a “once-in-a-lifetime” trip to an upcoming, as of yet unnamed global NBA event.
Marriott is the first company to ever team-up with the NBA for so many games across five separate continents, which is also ideal for the hotel chain as its portfolio includes 19 distinct hotel brands that stretch across almost every corner of the globe.
“For our fans around the world, there is no opportunity more exciting than when live NBA games are played in their home countries,” said Emilio Collins, NBA Executive Vice President, Global Marketing Partnerships. “Marriott International is a renowned brand with extensive global operations, and is the ideal partner to help broaden the reach of our games and engage more fans.”