Our Work » Hilton Grand Vacations
Industry:
Travel
A high-quality print magazine reinforces HGV’s brand image.

Hilton Grand Vacations (HGV), which develops, markets and operates a system of brand name, high-quality vacation ownership resorts, needed a high-quality custom print magazine to connect to its 127,000+ members and reflect its close connection to its parent company, Hilton Worldwide.

Objectives:

  • Position Hilton Grand Vacations properties and partners as comprehensive, high-quality, high-value vacation experiences.
  • Create excitement about target destinations.
  • Encourage use of member points and privileges.
  • Promote and enhance the Hilton brand.
  • Reinforce purchase decisions and generate upgrades and referrals.

Members think about vacations in new ways after reading Grand Times

Strategies:

  • Deliver editorial that provides a fresh look at, and insider information about, various resorts and destinations.
  • Make the membership benefits immediate and accessible.
  • Include articles to get members thinking about spontaneous, short-term trips as well as longer, big-event excursions.
  • Use stunning photography to create excitement.
  • Regularly feature articles about HGV partners and Hilton Worldwide.
  • In addition to mailing to members, use as an in-room magazine in all properties.

Vacations and cruises sell out quickly and member response is high

Results:

  • The first-ever member cruise announcement in the magazine resulted in a sold-out cruise within six weeks of the issue’s release.
  • Call volume for HGV sales team and call centers increases markedly after each new issue.
  • Members’ use of club points rises an average of 3.5 percent after each issue mails.

"TMG team members provided savvy insight, creative solutions, and targeted results, serving up just the right blend of technology and teamwork to make their Washington, D.C., operation seem as though it's just down the street from my Orlando office."
Elena Norman, Senior Director of Communications
Hilton Grand Vacations