To complement a recently restructured and rebranded loyalty program and better compete in the increasingly competitive landscape of hotel co-brand products, Hyatt and Chase turned to Media Logic to help refresh their co-brand credit card.
First, we developed a product positioning to help bring their new core value proposition to life. This positioning informed a new look, tone and feel for the card that played off the World of Hyatt brand while still retaining its own separate identity.
Working closely with both Chase and Hyatt, we then developed a comprehensive acquisition and upgrade launch campaign that included digital, print, in-hotel and outdoor components. This fully-immersive campaign not only helped introduce a new card product to both current loyalists and millennial prospects, but also helped generate excitement about the tangible rewards made possible by the new value proposition.
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The last year was dominated by the overhaul of premium credit cards and their corresponding marketing campaigns. Big players contemporized products by refreshing them for a new generation, adjusting annual fees upwards, and either adding new perks or "zhushing-up" existing perks. This included heavy-hitters Chase (Sapphire Reserve) and American Express (The Platinum Card) among others. Recent new entrants (i.e. Robinhood, Bilt) suggest an unstoppable focus on the super prime segment.
