Keeping a loyalty program fresh and attractive for new and existing subscribers has its challenges. Within 3 years of their program’s launch, the Globe and Mail recognized it was time for an overhaul. Globe Recognition underwent a branding redevelopment, and with that came a new website, new weekly e-mail offers and new templates for traditional and online advertising. A custom administration allowed new events and offers to be managed quickly and efficiently and a long-awaited ecommerce option was launched. An integrated marketing campaign unveiled all of the above to Canadians, including ongoing sweepstakes, which continue to breathe new life into the program.
My responsibilities: Client relations, Art direction, Planning, Resource management