Rewards Credit Card Messaging

Part
01
of three
Part
01

Marriot Bonvoy

Marriott Bonvoy consumer credit cards' marketing messages are mainly focused on the benefits and advantages that members can get through earning bonus points. The requested details about the marketing messaging has been summarized in the attached spreadsheet and the screenshots were added in the provided document.

Website

  • Marriott Bonvoys' messaging is mainly focused on bonus points and the tone used is mostly technical and covers fees and the amounts required to earn the loyalty points.
  • The main message used on top of the credit cards page is "Find the credit card that's right for you", while each of their cards has a different tagline.
  • The Boundless Credit Card has the following tagline: "Maximize Your Rewards", the tagline for the Bonvoy Bold card is: "Rewards With No Annual Fee", while the Bonvoy Brilliant card is advertised as a "Step Up to Luxury".
  • Keywords used in their messaging are award, rewards, points, maximize, purchases and elite status.
  • The major positioning theme is around the benefits and advantages of using credit cards which include earning bonus points, receiving Silver, Gold or Premium elite member status as well as different rewards.
  • According to the credit cards page, members can earn bonus points after spending a certain amount of money at Marriott hotels or anywhere else and also receive one free night every year for the account anniversary.
  • For example, the offer for the Boundless Credit Card states "75,000 Bonus points after you spend $3,000 on purchases in your first 3 months from account opening".
  • The only images used on the Marriott Bonvoy credit card page are the static photos of the credit cards.

Social Media

  • Marriott Bonvoy doesn't have a separate Facebook or Instagram page for its' credit cards.
  • The messaging tone on Facebook is friendly and engaging with a focus on earning bonus points and includes messages such as "Take in breathtaking views of Scotland. Earn 6X points for stays at hotels participating in Marriott Bonvoy like The Glasshouse, Autograph Collection in Edinburgh."
  • The key taglines used are "Inspired by", "Empowered by" and "This is Boundless".
  • One of the recent Facebook posts featured Kelly Clark, a champion snowboarder, as a user of the Bonvoy Boundless Card.
  • Photos on Facebook feature celebrities and young people engaged in different activities, such as sightseeing, snowboarding and business meetings. Taglines are highlighted in bold capital letters with small photo of the credit card.

Email and Direct Mail

  • Marriott Bonvoy sends a series of emails to members after their application is approved.
  • The messaging tone is engaging and friendly with a call-to-action button at the bottom.
  • The main tagline in the welcome is "Explore the World with your new Marriott Bonvoy Boundless card".

Digital Advertising

  • The messaging tone used in digital ads is enticing with a focus on earning bonus points.
  • The main tagline is "This is Boundless" and the major positioning theme is around earning Bonus points.
  • Marriot Bonvoy credit cards' digital ads typically contain different backgrounds such as photos of mountain landscapes and seaside photos.

Product Literature

  • Each of the credit cards has a separate webpage on the card provider website.
  • Boundless and the Bold credit card are offered by Chase, while the Brilliant card is provided by the American Express.
  • The major positioning theme is the Bonus points members can earn.
  • The photos of credit cards are authentic and relevant to the information presented on the webpage.

Major Vendor Partnerships

  • Marriot Bonvoy credit card holders can use the bonus points to spend a free night in more than 7000 hotels. Some major hotels include The Ritz-Carlton and JW Marriott.
  • Members can also use their points to travel "with more than 250 airlines and car rental providers" including major airlines such as Southwest Airlines and Virgin Atlantic Airlines.

Research Strategy

To obtain information about the messaging used in the Marriott Bonvoys' recent US marketing efforts, we thoroughly reviewed the company website, social media accounts, various news articles and publications, and ad databases. During our research, we found that Marriott Bonvoy sends a number of emails to new members with reminders, guides, and product descriptions. Since there was no other information about email marketing messaging specific to credit cards, we can assume that they only send emails to members with the Marriott Bonvoy account. There was no messaging related to consumer credit cards on their Instagram page and we also learned that they don't have separate social media accounts for their credit card products. The major positioning themes and messages are the same across all platforms and they are currently mostly focused on marketing the Boundless credit card. Please note that we added the required screenshots of the website and the Facebook and Instagram pages in the attached document.
Part
02
of three
Part
02

Hilton Honors

Hilton Honors consumer credit cards' main marketing message is focused on the benefits and advantages members can get within the Hilton portfolio through earning Bonus Points. These are outlined below and in the Hilton tab of the attached spreadsheet. Relevant imagery and screenshots are also attached in the provided Google Doc.

Messaging


Website - Messaging and Images

  • Hilton's webpage for its credit cards is simple and informative with benefits and terms outlined in a table format.
  • The emphasis is on bonus points earned through use of Hilton Honors' credit cards.
  • There are 3 consumer credit cards and 1 business credit card presented altogether on the webpage: Hilton Honors Card, Hilton Honors Amex Surpass® Card, Hilton Honors Aspire Card, and Hilton Honors Business Card.
  • Based on its mainly textual layout and organized format, there is little emotional impact through use of images or descriptive/engaging words.
  • Instead, the webpage is designed to provide information in an easy-to-read format with minimal fuss and frill.
  • The only relevant images in the webpage are static photos of the credit cards.
  • While representing a minimal style, the images have dynamic impact in terms of organization of information per credit card.
  • The photos of credit cards are authentic and relevant to the information presented in the webpage.
  • Hilton Honors credit cards' webpage uses black text against a white and gray background, with bonus points highlighted in colored circles for emphasis.
  • The content is straightforward and technical, using typical keywords such as rewards, special offers, earn 3X/5X/12X, benefits, etc.
  • As Hilton markets its Honors credit cards as a range in a single webpage, the messaging is the same across all platforms for each card.

Social Media

  • Hilton Honors has no separate Facebook page for its consumers credit cards, only for the general loyalty program.
  • Its Facebook page's About section states "Mission : Hilton Honors® aims to provide members with a wide range of benefits and services that help streamline travel, reward members for their loyalty, and give them the individualized attention that they deserve."
  • Recent posts feature holiday greetings, shortlist of hotel options, and loyalty benefits.
  • However, its cover photo featured a poster promoting 3X Bonus Points for Hilton Honors credit card members.
  • Hilton Honors has no separate Instagram page for its consumers credit cards, only for the general loyalty program.
  • The page states, "Hilton Honors : Travel for a chance to be featured. See something you like? Book now."
  • Recent posts feature travel destinations and select Hilton hotels.
  • There are no posts, images or mentions of Honor Hilton credit cards in hiltonhonors' Instagram page.

Email and Direct Mail

  • Hilton only sends email to members with Hilton Honors accounts.
  • These member accounts are numbered and pin-protected.
  • Marketing emails include bonuses earned through Hilton Honors credit cards.
  • Emails also include updates, giveaways, savings and personalized offers for members.
  • There was also no publicly available information for direct mail marketing offers specific to Hilton Honors credit cards, which may be sent only to members and select candidates.

Digital Advertising - Messaging and Images

  • Keywords identified include Welcome Offer, Hilton Honors Bonus points, and Apply Now among others.
  • The major positioning theme is the amount of Bonus Points members earn when they sign up for Hilton Honors' credit cards.
  • Hilton Honor credit card digital ads typically use a warm-toned solid background (orange, red, pink, etc.) with white bold text and a photo of the credit card.
  • Digital ads magnify the amount of bonus point members earn through signing up, ex. 75,000, 7X, 14X, etc.

Product Literature - Messaging and Images

  • Hilton Honors credit cards' messaging tone in communicating rewards and incentives is straightforward and technical.
  • The webpage highlights benefits with keywords such as Special Offer, Welcome Offer, and Earn.
  • The major positioning theme is the Bonus Points members can earn when they apply for Hilton Honors' credit cards.
  • Terms and incentives are presented in a table format with individual columns for each consumer credit card, ex. Hilton Honors Amex Surpass® Card, $95 Annual Fee*.
  • Built-in benefits are also presented in a table format, with eligible rewards checked under each status (Silver, Gold, Diamond, Gold).
  • Links to additional information are underlined and highlighted in blue, ex. Hilton Honors Amex Surpass® Card - †Offer Terms | *Rates and Fees | ‡Benefits Terms
  • The only relevant images in Hilton Honors credit cards' webpage are photos of the credit cards.
  • While representing a minimal style, the images have dynamic impact in terms of organization of information per credit card.
  • The photos of credit cards are authentic and relevant to the information presented in the webpage.
  • As Hilton markets its Honors credit cards as a range in a single webpage, the messaging is the same across all platforms for each card.

Major Vendor Partnerships

Part
03
of three
Part
03

Chase Sapphire Preferred

  • The requested information for the Chase Sapphire Preferred credit card is included below and in the attached spreadsheet.
WEBSITE
  • Chase Sapphire Preferred uses an authentic, straightforward, informational, and helpful tone and voice to explain its rewards, terms, and conditions in easily understandable terms.
  • The web page features a crisp, clean layout that is free from clutter and features universal icons, an image of the card, details of rewards and benefits associated with the card, and customer ratings and review. There are no specific taglines included on the web page, but the key words "benefits" and "rewards" are repeatedly used.
  • The major positioning theme Chase Sapphire Preferred is communicating is the benefits and rewards the card offers. A few customer reviews praising the card are included to boost is reputation.
Email
  • Chase Sapphire Preferred sends targeted emails to new cardholders when new promotions are introduced. They also send notices to new applicants, letting them know their applications have been received, as well as promotional information, offers, and paperless monthly statement notices to current customers via email.
  • Chase also uses a username and password protected secure messaging center to exchange messages with customers.
Social Media
  • Chase does not have a separate Facebook for its Sapphire Preferred card. There is a Chase Sapphire Preferred Cardholders page but it seems to have been created by a cardholder and includes only one January 2017.
  • The general Chase Bank Facebook page provides financial tips and information and highlighting community-related activities Chase Bank engages with and supports. It does not mention any Chase Bank credit cards.
  • The Chase Sapphire Preferred credit card has its own Instagram page containing 756 posts. The first post is a picture of the Chase Sapphire Preferred credit card. Posts on Chase Sapphire Preferred's Instagram page are a mix of card-provided financial advice and posts shared by Chase Sapphire Preferred cardholders.
Digital Advertising
  • Chase Sapphire Preferred digital ads are designed to provide information about the main points of the promotion, reward, or benefit being offered at the time they are used.
Product Literature
  • The language used on the Chase Sapphire Preferred web page is straightforward and easy to understand. Titles featuring the repeated use of the words "benefits" and "rewards" are used to separate the various areas of the web page. Clickable links that contain only a few, necessary words open pop-up windows that provide detailed information on additional travel benefits as well as access to the card application page.
IMAGERY ANALYSIS

Website
  • Chase Sapphire preferred does not rely on imagery to communicate its message. The imagery included on the Chase Sapphire Preferred web page consists of a picture of the credit card and universal icons. This lack of imagery is carried over to the emails sent which typically include only a picture of the Chase logo and sometimes a picture of the card.
Social Media
  • Chase Sapphire Preferred doesn't have its own Facebook Home or Group page. As such, we have provided a description of the Chase Bank page instead. The Chase Bank Facebook page includes a range of pictures and videos that give financial advice and highlights community events and partnerships the bank supports. Chase customers are prominently featured in many pictures and videos as well.
  • The Chase Sapphire Preferred Instagram page includes a variety of pictures, posted by the card and by the cardholders that do everything from giving financial advice to showing cardholders living their best lives in domestic and exotic locations.
  • Chase Sapphire Preferred digital ads either feature the blue card against a white background or feature the card against a blue and white background. The card itself is often included and even featured in ads. The clever use of contrast makes it easy for cardholders and potential cardholders to find and focus on the relevant information provided in the ads.
Product Literature
  • The language on the website uses an easy-to-read font used to give the page a simple, clean look. The messaging is straightforward and doesn't include unnecessary words.
Sources
Sources

From Part 02
Quotes
  • "CREDIT CARDS Earn Hilton Honors Points for purchases, big and small"
  • "Earn Hilton Honors Bonus Points on everyday purchases from groceries to phone bills, then redeem your points for reward nights and more. Plus, get Hilton Honors elite status automatically with your Card."
  • "Hilton Honors Card Special Offer: Earn 80,000 Bonus Points Earn 80,000 Bonus Points after you spend $1,000 in eligible purchases on your Card within the first 3 months of Card Membership.†"
  • "Hilton Honors Amex Surpass® Card Special Offer only from Hilton: Earn 130,000 Bonus Points Earn 130,000 Bonus Points after you spend $2,000 in purchases on your Card within the first 3 months of Card Membership.†"
  • "Hilton Honors Aspire Card Earn 150,000 Bonus Points Earn 150,000 Bonus Points after you spend $4,000 in eligible purchases on the Card within the first 3 months of Card Membership.†"
Quotes
  • "80,000 Hilton Honors Bonus Points You can earn 80,000 Hilton Honors Bonus Points after you spend $1,000 (the "Threshold Amount") on eligible purchases on your Card in your first 3 months of Card Membership starting from the date your account is approved."
  • "Annual Percentage Rate (APR) for Purchases 17.24% to 26.24%, based on your creditworthiness and other factors as determined at the time of account opening. This APR will vary with the market based on the Prime Rate."
Quotes
  • "REWARD EXPERIENCES Your points come with a sense of adventure From landmark hotels in China to helicopter rides in England, use your Hilton Honors Points to immerse yourself in amazing destinations or embark on one-of-a-kind experiences."
  • "ENJOY 5,000 YEARS OF CIVILIZATION | Waldorf Astoria Shanghai on the Bund, China"
  • "TAKE A SPEEDBOAT RIDE Hilton Garden Inn Stuttgart NeckarPark, Germany Stay at the Hilton Garden Inn Stuttgart NeckarPark, Germany, and use your Hilton Honors Points to explore the River Rhine by speedboat. "
  • "FIND ADVENTURE & FINE DINING Home2 Suites by Hilton Baltimore Downtown, Maryland"
Quotes
  • "Some things are worth sharing - especially with Hilton Honors. Simply provide or update your email address in your Hilton Honors account and we will share a world of benefits with you by email."
Quotes
  • "Mission Hilton Honors® aims to provide members with a wide range of benefits and services that help streamline travel, reward members for their loyalty, and give them the individualized attention that they deserve."
  • "Hilton Honors January 1 at 11:00 PM · Going to L.A. in 2020 is an easy resolution to keep. Choosing where to stay, not so much. Luckily for you we’ve made a short list. hil.tn/JAOUt8"
  • "Hilton Honors December 27, 2019 at 11:00 PM Don't sweat keeping your New Year's resolution. Five Feet to Fitness allows you to get a full workout in without leaving your room! hil.tn/4FrvYw"
  • "Hilton Honors December 25, 2019 at 12:00 AM Experience the magic of NYC this winter. Enjoy exclusive partner benefits across town when you book the Weekend Like a Local package —as well as up to 50% off Sunday night."
Quotes
  • "Hilton Honors Travel for a chance to be featured. See something you like? Book now."
  • "Experiences Ride with Lyft Your Points Wallpapers Share 📸 App"
  • "hiltonhonors 2,242 posts 174k followers 626 following"
Quotes
  • "Shop the world using Hilton Honors Points Use your Points to shop millions of items at Amazon.com. "
  • "AMAZON SHOP WITH POINTS TRAVEL THAT DELIVERS Now you can use the points you earned from traveling to shop at Amazon.com."
Quotes
  • "AIRLINE & RAIL Exchange points and miles with airline/rail partners"
  • "As a Hilton Honors member, you can convert miles into Hilton Honors Points — or Hilton Honors Points into miles — with participating airline and rail reward programs around the world. All it takes is a phone call or a few clicks."
  • "MILES FOR POINTS PARTNERS AMTRAK Exchange 5,000 Amtrak Guest Rewards Points for 10,000 Hilton Honors Points."