MyWeigel’s Roadtrip 2025 Drives Record Loyalty Engagement
Weigel’s recently concluded its MyWeigel’s Roadtrip 2025 campaign, a 100-day initiative designed to boost customer engagement through gamification, sweepstakes, and foodservice promotions. The campaign featured mascot Ellie & the Camper and offered prizes such as an Eddie Bauer Camper, a Monster E-Bike, and a Seadoo. It achieved record participation across the loyalty platform, with freebie redemptions increasing by 63% compared to 2024 and penetration reaching a record 43%. Over 3,000 new guests enrolled in the loyalty program during the kickoff week, marking the second-highest enrollment week in Weigel’s history.
The campaign also saw significant growth in digital engagement. App usage grew by 38%, and monthly active users rose by 13%. Gen Z enrollment surpassed 100,000 registered members, highlighting the program's appeal to younger demographics. Loyalty members who visited 12 or more times per month increased by 4.5%, demonstrating the program's effectiveness in encouraging repeat visits.
Employee participation also rose across fuel, food, and points earned, further strengthening the program’s impact. Jessica Starnes, Director of Loyalty, emphasized that the campaign demonstrated how loyalty and gamification can transform customer engagement, underscoring Weigel’s commitment to blending digital innovation, rewards, and foodservice value into memorable guest experiences.
Learn more here: Weigel’s Loyalty Campaign Sees ‘Record Participation’ | NACS
Cruise Travel Emerges as the Next Big Driver for Loyalty Programs
A recent report from Arrivia highlights a notable shift in the cruise industry, showing that cruise travel is moving from a niche segment to a rapidly growing area in leisure travel. The study surveyed over 4,500 U.S. adults, including more than 1,000 active cruisers, and found that nearly half have cruised before, with almost 30% planning to cruise within the next two years.
The report emphasizes the potential for cruise travel to become a key component of loyalty programs. Cruises offer high-value, repeatable experiences that engage travelers, making them a powerful tool for brands looking to differentiate their loyalty offerings. Jeff Zotara, Arrivia’s Chief Marketing Officer, notes that when cruises are integrated effectively into loyalty strategies, they can significantly boost engagement and retention.
Overall, the evolving cruise landscape presents a strategic opportunity for brands to enhance their loyalty programs. By aligning offerings with the preferences of younger and higher-income travelers, loyalty programs can attract new members, deepen engagement, and drive sustained growth. Incorporating cruise experiences into loyalty initiatives is increasingly seen as a competitive differentiator in the travel industry.
Learn more here: Cruise Travel Positioned to Become Loyalty's Next Growth Driver
La Roche-Posay Teams Up with Law Roach
La Roche-Posay, a dermatologist-recommended skincare brand, has launched a new campaign to celebrate its 50th anniversary. The campaign, titled "Brand Name Campaign," leverages the viral humor surrounding the pronunciation of the brand's name on social media. Collaborating with image architect Law Roach, the campaign transforms this playful trend into a mockumentary-style video that combines humor with dermatological education. Roach narrates the campaign, joined by experts such as Dr. Chris Tomassian, a board-certified dermatologist; Pierre Crespéau, a linguist; Javon Ford, a scientist and chemist; and creators DeAndre Brown and Abbie Herbert.
The campaign aims to engage a younger audience through social-first storytelling, using humor and expert insights to promote La Roche-Posay's mission of advancing dermatology. This initiative represents a strategic effort to connect with consumers authentically while raising awareness about the brand's core values and products.
La Roche-Posay's commitment to dermatological excellence is reflected in its product formulations, which feature selenium-rich Thermal Spring Water known for its soothing and antioxidant properties. The brand's products undergo stringent clinical testing for efficacy and safety, even on sensitive skin. With over 100,000 dermatologists worldwide recommending its products, La Roche-Posay continues to offer a unique range of daily skincare developed for every skin type to address various skin concerns and complement prescription treatments.