The Brief

Zest were asked to develop a concept for an interactive online competition to engage hotel Loyalty Champions and their front of house teams. The competition needed to educate teams on different Loyalty Recognition tools available to them and incorporate an element of gamification to hold the teams’ attention.

Our approach

It was important that the competition was accessible, would be understood by hotels in Europe and that teams remained engaged throughout the campaign. As this ran over the summer period it was themed around the Olympics and was made up of seven stages. Each stage was a mini game, themed around a sport (fencing, swimming, shooting, equestrian and running) and aimed to educate teams in the importance of the tools available to them, which ultimately would help them improve their hotel recognition scores and customer service.

The games themselves had to be simple and effective, had to be accessible on Internet Explorer and game play was controlled by either the keyboard or mouse.

The Results

At each stage of the competition we monitored engagement and reported back on winners to maintain momentum;

  • 751 teams participated in the games in total
  • The hotels that got involved saw a 4.2% increase in their Recognition scores
  • The competition was also adapted and pushed out to hotels throughout America where we saw 1,641 teams register. We are awaiting their Recognition results.

Services Covered

  • Creative

    Creative

  • Digital

    Digital

  • Strategy

    Strategy

Zest Team Involved

Laura Welfare

Laura Welfare

Senior Account Manager

Tom Kelly

Tom Kelly

Creative Designer

David Gyertson

David Gyertson

Director of Digital