Audience
Consumers who have purchased vacation club memberships from Hilton Grand Vacations Company
Challenge
HGVC wanted to establish a high-quality print magazine to communicate regularly with its members. With a limited number of resort venues (primarily in Orlando, South Florida, Hawaii, and Las Vegas), the real challenge was to create a publication that makes members feel like their vacation options are limitless.
Approach
After a few strategic meetings, The Magazine Group created a quarterly, high-end magazine that targets the needs of HGVC and its members. The Editorial provides fresh looks at and insider information about the various resorts and destinations. The text is written to make the membership benefits immediate and accessible, and to help members think about their vacations in new ways: spontaneous, short-term trips as well as longer, big-event excursions. The images are selected to convey a very specific vacation lifestyle for the demographics of the member base. To supplement the quarterly print publication, HGVC teamed with The Magazine Group to launch a quarterly enewsletter, Inside Track.
Because of the success of Grand Times, The Magazine Group worked with Hilton Grand Vacations Club to launch The Hilton Club NY, which focuses on its property in midtown Manhattan.
Results
Members now receive a quarterly magazine that keeps them updated on the newest resorts, promotions and contests. The call volume for the Hilton Grand Vacations Company jumped by 4% and members use of their club points rises by 3.5% after the mailing of each issue—both significant increases. And when the first-ever member cruise was announced in the magazine, it sold out within six weeks of the issue's release. The first issue of Inside Track drew enthusiastic member response within two hours of its electronic debut.
Awards
- Pearl Award - Bronze Award for Best Proof of Return on Investment
- Ozzie Award - Honorable Mention for Best Design, New Magazine, Custom
