A newcomer that's here to stay
New to the highly competitive home rental market, Homes & Villas by Marriott Bonvoy (HVMB) was looking for a way to shake up the scene. So, to celebrate their 4th anniversary, HVMB created their biggest incentive ever: 40,000 Marriott Bonvoy Points on stays of 4+ nights. To execute and gain awareness for the campaign, HVMB partnered with Epsilon to get the job done. Watch the video to learn more about the campaign.
To drive awareness and engagement for the anniversary campaign, Homes & Villas by Marriott Bonvoy trusted Epsilon PeopleCloud Messaging to find and reach new and existing loyal customers.
To build awareness, the team created a launch announcement, a reminder during the promotion and a final touch with a countdown timer to drive urgency at the end of the incentive. Additionally, all triggered site-abandon emails (search, property, reservation) included a banner to remind customers of the promotion.
We tapped into first- and third-party data from audiences in the U.S., U.K., E.U. and Asia to accurately reach prospects from competitors and re-engage lapsed customers. The team also leveraged send-time optimization to ensure customers received the message when they were most likely to engage with it.
To make these emails come to life, we crafted unique "summer bucket list" content for each targeted market. The highly disruptive campaign reached the right audiences, resulting in the highest number of bookings in a single month since the inception of HVMB's email program in 2020.
