CHOICE HOTELS INTRODUCES CLUB PLUS PROGRAM
By Adnews Staff
Choice Hotels Canada of Mississauga has introduced a new customer loyalty program called "Choice Club Plus." The program replaces the hotel chain's former "Choice Club" program. Participants in the club receive points for each dollar spent which can be redeemed for merchandise at Canadian retailers including Sears and Esso, for travel with Greyhound and VIA Rail and for free room nights at the 260 Canadian Choice Hotels properties. According to Greg Johnston, director of database and loyalty marketing for the hotel chain, the Club Plus program was designed based on research conducted through Innovative Marketing of Toronto. A direct mail campaign to 100,000 active members went out this week to promoting the new program, supported by point-of-sale materials in the rooms and at the front desks of individual properties, as well as print ads in trade and travel publications. Additional marketing activities are planned for 2003. Advertising for Choice Hotels is done by MacKinnon Calderwood Advertising of Streetsville, ON. The "Choice Club Plus" program is being managed by Ernex Marketing Technologies of Vancouver.