Applicants were asked to write short essays about what they?d do with a year of free Hyatt stays. A winner was slated to be chosen from each region by mid-June. (A shorter version of this Q&A appears in the June/July issue of Chief Marketer magazine.)
Chief Marketer: What?s the strategy behind the ?Big Welcome? contest?
John Wallis: With this campaign, we?re trying to concentrate on three areas: customer satisfaction, loyalty, and employee engagement. If we can strike on all three, we can gain market share during this period. The Big Welcome is not only marketing to our customers, but something we can market internally, to increase the importance of our customers in the eyes of our front-line staff.
Read the full article “Hyatt Puts Out the ?Big Welcome? Mat for Loyalty Members”.