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Case Study: Loyalty Program Name Development for
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Case Study: Loyalty Program Name Development for
The Company: Kimpton Hotels & RestaurantsThe Kimpton Hotel & Restaurant Group Inc. is an American hotel and restaurant company. It is the largest chain of boutique hotels in the United States.
The Task: Brand Name DevelopmentThe task was to create a guest loyalty program name for Kimpton Hotels, allowing members to enjoy exclusive and personalized offers year-round, as well as accrue spa credits, compli-mentary nights, and numerous other rewards.
Naming StrategyIn our project kickoff meeting, it was understood that the primary attributes the name should encapsulate are personalization, gratification, and indulgence.
Name CreationOur team created an initial list of over 90 potential loyalty program name candidates. The list was narrowed to 9 names after rigorous linguistic analysis and trademark screening.
Names in Validation Phase
Honours CircleUltimma Blue Royale
Kimpton Select Optum Pinnacle PreferredMagnetic Beyond Compare InTouch
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Case Study: Loyalty Program Name Development for
Each of the 9 loyalty program
name finalists was subjected
to our ScoreCard analysis,
based on the following cate-
gories:
Scriptability
Visual Aesthetics
Phonetic Viability
Aural Comprehensibility
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
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Case Study: Loyalty Program Name Development for
InTouch
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Scriptability
AuralComprehensibility
Visual AestheticsSyllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Quantitative Score/100
Gender PropertiesPhonemic Simplicity
Honours Circle
Kimpton Select
Optum Pinnacle Preferred
Ultimma Blue Royale
Magnetic Beyond Compare
ScoreCard Analysis – “InTouch” & Runner-Up Name Candidates
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Case Study: Loyalty Program Name Development for
100
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75Hotel/Hospitality Industry Experts Current Loyalty Program Members
at Hotels of Equal Caliber
Key Stakeholders from Kimpton Hotels
QualiQuantitative Interviews
We interviewed 200 respondents regarding each of the 9 loyalty program name candidates. Respondents included hotel/hospitality industry experts, key stakeholders from Kimpton Hotels, and current loyalty program members.
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Case Study: Loyalty Program Name Development for
Program Name: Honours Circle
Brand Name Recommendation: InTouch
Program Name: Pinnacle Preferred Program Name: Ultimma
Program Name Feedback: Program Name Feedback: Program Name Feedback:
Respondents noted that Honours Circle implied “dignified” as well as “exclusive”, referring to the high-end amenities afforded to only those who are loyalty program members.
Respondents quickly connected with InTouch. InTouch was noted as “personal”, emphasizing “considered care” and “thoughtful service”. Its conceptual character and simplicity suggest individualized service: a program that is “in touch” with the specific needs and preferences of each of its esteemed guests.
Pinnacle Preferred served as our secondary recommendation. Respondents noted that this name connoted “elite” and “selective”, as an “exclusive club” for members only.
Respondents noted that Ultimma immediately signaled “ultimate”, a reference to the premier rewards available to loyalty program members.
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Case Study: Loyalty Program Name Development for
As part of the nomenclature system we created for the Kimpton Hotels loyalty program, our team also created the name “Inner Circle”, the elite second tier for Kimpton loyalty program members who have stayed 15 eligible stays or 45 eligible nights within a calendar year.
Building from the “In” word part and concept from “InTouch”, both names suggest a sort of exclusivity and reward to being a member of each program. “Inner Circle” suggests a private club for a limited number of valued members, who are rewarded with choice benefits and perks.
In addition to all the perks of InTouch, it is Kimpton’s priority to pamper its Inner Circle members at every stay.
InTouch & Inner Circle
InTouch
Inner Circle
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Case Study: Loyalty Program Name Development for
Falling under the two tiers of the loyalty program, our team also created Kimpton’s “Raid the Bar” concept and the accompanying visual identity, as well as the logos and collateral to accompany the names InTouch and Inner Circle.
As part of the “Raid the Bar” philosophy, loyalty program members receive a $10 credit to enjoy a craft cocktail in one of Kimpton’s participating restaurant bars or head up to their rooms and “raid the mini bar” – all complimentary, of course.
Raid the Bar
Contact Us
Address:
Bill Smith - Chief Executive Officer Email: [email protected] Phone: (917)745-3620
19 Leonard St.1W New York, New York 10013
Website: www.brandacumenstudios.com
