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InterContinental’s first “Big Win” promotion, which ends on December 31, was perhaps the most targeted promotion ever launched by a major travel-loyalty program. Based on their past travel patterns, each IHG Rewards Club member received a different set of challenges and bonuses.
Though the promotion was welcomed by some, many found the targeted activities to be wildly impractical and the bonuses unattainable. Among the user comments posted on FlyerTalk:
The promo was simply unrealistic and almost offensive.
If the trend continues from the original Big Win, I expect my challenge will be much tougher and probably unattainable.
The Big Win was a big let down for me and I was turned off from day 1.
Undeterred, InterContinental is bringing back the promotion for a second run. Or rather, they’re bringing back “a new and improved version of ‘The Big Win’ promotion based on guest feedback, with offers that are even more relevant and appealing to diverse types of guests who are loyal to the IHG family of hotel brands, including select offers with a greater focus on our individual hotel brands.”
Between January 1, 2014, and April 30, 2014, IHG Rewards Club members can earn bonus points for completing various activities.
Like the original “Big Win” promotion, the activities and bonuses vary according to the member’s history. As a relatively inactive IHG Rewards Club member, my offer was as follows:
I’ve seen other offers that totaled more than 100,000 points.
Registration is required.
Deal or No Deal
As with any promotion, this one’s success will depend on its ability to excite customers and to meet both the revenue and cost objectives of the sponsoring company.
As far as exciting members of the IHG Rewards Club goes, the jury is still out.
Reader Reality Check
Is your “Big Win” offer a big win, or a bad joke?
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