International Competition Bestows Awards on TLG
02.18.2009
MINNEAPOLIS, MN
The Association of Marketing & Communications Professionals awarded The Lacek Group eight highly coveted wins in the international 2008 MarCom Awards, a competition that is one of the world’s most extensive. Lacek, the loyalty marketing arm of OgilvyOne Worldwide, won for its creative work in the Design, Marketing Promotions, Direct Marketing, Cards & Announcements, and Microsite categories. The Lacek Group’s best-in-class ideas ranged from a Continental Airlines OnePass 21st Birthday microsite to a Disney EarMarked program guide.
OnePass 21st Birthday Microsite
Continental Airlines turned to Las Vegas to celebrate the 21st anniversary of their OnePass program. Members received a casino-themed email invite, which linked to an engaging interactive website filled with fun activities, offers and Vegas-style excitement. The website also led a lucky group of OnePass members to a Texas Hold ?Em tournament in The Golden Nugget where they played for 21 million OnePass miles. Lacek also hit the jackpot with a Gold MarCom Award in the Microsite category. Creative Director: Kristin Bickal; Art Directors: Chris Maas, Jess Heitland; Copywriter: Floyd Olive; Project Manager: Erica Daniels; Account Supervisor: Andrea Sundberg
Continental Airlines Presidential Plus Invitation
“Do you want to travel like a VIP?” the Continental Airlines invitation asked its frequent fliers. The ribbed dark blue and white brochure described the VIP benefits its members deserved and the key to those benefits: the Presidential Plus MasterCard credit card. Designed as a formal invitation, the marketing piece conveyed a feeling of privilege to its recipients and earned a Platinum MarCom Award in the Direct Marketing category. Creative Director: Kristin Bickal; Art Directors: Sara Bible, Ashley Wiese; Copywriter: Floyd Olive; Production Manager: Nancy Petersen; Account Supervisor: Andrea Sundberg
Continental Airlines OnePass Million Miler Launch
The challenge was formidable: to create a premium recognition package for Continental Airlines’ most valuable customers: OnePass frequent flyers who had flown more than one million miles. To meet the challenge, the Lacek team created the Million Miler program and presented it to members in a sleek box, engraved with a specially designed Million Miler identity. The real, lifetime benefits and the presentation placed Continental’s OnePass frequent flyer program miles ahead of the rest, and earned Lacek a MarCom Platinum Award in the Marketing Promotions category. Creative Director: Kristin Bickal; Art Director: Sara Bible; Copywriter: Floyd Olive; Production: Nancy Petersen; Traffic: Tracy Lynn Simmons; Account Supervisor: Jen Duesman
Continental Airlines Holiday Card & Benefits Guide
What better time to position a loyalty program’s benefits as a gift than during the winter holidays? Set against a watercolor backdrop illustrating “Over the river…and over the woods…to wherever your holidays may take you,” the tri-fold card depicted a small, carefully painted airplane flying over reindeer, a horse-drawn sleigh and ice-skating children, bringing the traditional scene into the present. A Continental Airlines Presidential Plus World MasterCard benefits guide was tucked into a back cover pocket, enabling a bit of cross-selling to OnePass members. The effort earned Lacek a MarCom Gold Award in the Cards & Announcements category. Creative Director: Kristin Bickal; Art Directors: Ashley Wiese, Kristin Bickal; Copywriter: Floyd Olive; Production Manager: Nancy Petersen; Account Supervisor: Carroll Barnes
Starwood Preferred Planner Latin America Regional Promotion
This brochure’s traditional cover belied its surprise interior, which opened with a burst of information about the Starwood Hotels & Resorts bonus Starpoints promotion for preferred meeting planners booking hotels in Latin America. The brochure unfolded, origami-style, into a bold orange “flower,” covered with a Latin American map to tantalize members with tidbits of each country’s distinctive attractions. It was served with a “Hot and Spicy Latin Music” gift card on the side. The MarCom Platinum Award was presented to the Lacek team in the Design/Collateral category for this innovative piece. Creative Director: Tim Gross; Art Director: Amy Harnden; Copywriters: Shawn Sweeney, Linda Lincoln; Production: Terra Charley; Traffic: Claire Luoto; Account Executive: Erica Webb-Belzer
Starwood Preferred Guest Hawaii Regional Promotion
Making paradise possible: That was the message of this Starwood Hotels & Resorts Hawaii direct mailer to Starwood Preferred Guest members. Set against exquisite photos of Hawaii’s natural wonders and manmade comforts, the promotional text offered discounted rates, dining credits and free nights. The possibilities became clearer and more enticing from individual hotel photos juxtaposed with their attributes and specific offers. The promotion won a Gold MarCom Award for Lacek in the Promotions category. Creative Directors: Mark Weninger, Tim Gross, Laurie Bedwell; Associate Creative Director/Copywriter: Shawn Sweeney; Art Director: Amy Harnden, Susan Peterson; Production: Terra Charley; Project Manager: Stephanie Wittleder; Account Executive: Erica Webb-Belzer
Starwood Preferred Guest Credentials 2008
Exceeding expectations, the mailing that delivered the 2008 Starwood Preferred Guest membership card was personalized with a photo of the member’s favorite Starwood hotel or resort. Members “designed” their enhanced card online and were delighted when it arrived in a curved trifold envelope, surrounded by gorgeous photos of Starwood resort and spa hotels. The folder’s graceful design embellished a card “poised for possibilities,” winning Lacek a Gold MarCom Award in the Design/General category. Creative Directors: Tim Gross, Laurie Bedwell; Associate Creative Director/Copywriter: Shawn Sweeney; Art Director: Susan Peterson; Production: Terra Charley; Project Managers: Francie Shanks and Stephanie Wittleder; Account Supervisor: Courtney Schultz
Disney’s EarMarked Program Guide
A little Disney magic was inherent in Lacek’s introduction to the Disney Parks & Attractions EarMarked rewards program. They achieved the goal of keeping the magic sparkling while explaining a loyalty program clearly and precisely. The inside headline, “Heigh Ho, Heigh Ho…Earn Points as you go” introduced descriptions and photos that showcased the program offered to Disney Vacation planners. Lacek’s creative team received a MarCom Platinum Award in the Design/General category. Creative Director: Mark Weninger; Associate Creative Director/Art Director: Amy Van Ert; Copywriter: Floyd Olive; Traffic: Tracy Lynn Simmons
02.18.2009
MINNEAPOLIS, MN
The Association of Marketing & Communications Professionals awarded The Lacek Group eight highly coveted wins in the international 2008 MarCom Awards, a competition that is one of the world’s most extensive. Lacek, the loyalty marketing arm of OgilvyOne Worldwide, won for its creative work in the Design, Marketing Promotions, Direct Marketing, Cards & Announcements, and Microsite categories. The Lacek Group’s best-in-class ideas ranged from a Continental Airlines OnePass 21st Birthday microsite to a Disney EarMarked program guide.
OnePass 21st Birthday Microsite
Continental Airlines turned to Las Vegas to celebrate the 21st anniversary of their OnePass program. Members received a casino-themed email invite, which linked to an engaging interactive website filled with fun activities, offers and Vegas-style excitement. The website also led a lucky group of OnePass members to a Texas Hold ?Em tournament in The Golden Nugget where they played for 21 million OnePass miles. Lacek also hit the jackpot with a Gold MarCom Award in the Microsite category. Creative Director: Kristin Bickal; Art Directors: Chris Maas, Jess Heitland; Copywriter: Floyd Olive; Project Manager: Erica Daniels; Account Supervisor: Andrea Sundberg
Continental Airlines Presidential Plus Invitation
“Do you want to travel like a VIP?” the Continental Airlines invitation asked its frequent fliers. The ribbed dark blue and white brochure described the VIP benefits its members deserved and the key to those benefits: the Presidential Plus MasterCard credit card. Designed as a formal invitation, the marketing piece conveyed a feeling of privilege to its recipients and earned a Platinum MarCom Award in the Direct Marketing category. Creative Director: Kristin Bickal; Art Directors: Sara Bible, Ashley Wiese; Copywriter: Floyd Olive; Production Manager: Nancy Petersen; Account Supervisor: Andrea Sundberg
Continental Airlines OnePass Million Miler Launch
The challenge was formidable: to create a premium recognition package for Continental Airlines’ most valuable customers: OnePass frequent flyers who had flown more than one million miles. To meet the challenge, the Lacek team created the Million Miler program and presented it to members in a sleek box, engraved with a specially designed Million Miler identity. The real, lifetime benefits and the presentation placed Continental’s OnePass frequent flyer program miles ahead of the rest, and earned Lacek a MarCom Platinum Award in the Marketing Promotions category. Creative Director: Kristin Bickal; Art Director: Sara Bible; Copywriter: Floyd Olive; Production: Nancy Petersen; Traffic: Tracy Lynn Simmons; Account Supervisor: Jen Duesman
Continental Airlines Holiday Card & Benefits Guide
What better time to position a loyalty program’s benefits as a gift than during the winter holidays? Set against a watercolor backdrop illustrating “Over the river…and over the woods…to wherever your holidays may take you,” the tri-fold card depicted a small, carefully painted airplane flying over reindeer, a horse-drawn sleigh and ice-skating children, bringing the traditional scene into the present. A Continental Airlines Presidential Plus World MasterCard benefits guide was tucked into a back cover pocket, enabling a bit of cross-selling to OnePass members. The effort earned Lacek a MarCom Gold Award in the Cards & Announcements category. Creative Director: Kristin Bickal; Art Directors: Ashley Wiese, Kristin Bickal; Copywriter: Floyd Olive; Production Manager: Nancy Petersen; Account Supervisor: Carroll Barnes
Starwood Preferred Planner Latin America Regional Promotion
This brochure’s traditional cover belied its surprise interior, which opened with a burst of information about the Starwood Hotels & Resorts bonus Starpoints promotion for preferred meeting planners booking hotels in Latin America. The brochure unfolded, origami-style, into a bold orange “flower,” covered with a Latin American map to tantalize members with tidbits of each country’s distinctive attractions. It was served with a “Hot and Spicy Latin Music” gift card on the side. The MarCom Platinum Award was presented to the Lacek team in the Design/Collateral category for this innovative piece. Creative Director: Tim Gross; Art Director: Amy Harnden; Copywriters: Shawn Sweeney, Linda Lincoln; Production: Terra Charley; Traffic: Claire Luoto; Account Executive: Erica Webb-Belzer
Starwood Preferred Guest Hawaii Regional Promotion
Making paradise possible: That was the message of this Starwood Hotels & Resorts Hawaii direct mailer to Starwood Preferred Guest members. Set against exquisite photos of Hawaii’s natural wonders and manmade comforts, the promotional text offered discounted rates, dining credits and free nights. The possibilities became clearer and more enticing from individual hotel photos juxtaposed with their attributes and specific offers. The promotion won a Gold MarCom Award for Lacek in the Promotions category. Creative Directors: Mark Weninger, Tim Gross, Laurie Bedwell; Associate Creative Director/Copywriter: Shawn Sweeney; Art Director: Amy Harnden, Susan Peterson; Production: Terra Charley; Project Manager: Stephanie Wittleder; Account Executive: Erica Webb-Belzer
Starwood Preferred Guest Credentials 2008
Exceeding expectations, the mailing that delivered the 2008 Starwood Preferred Guest membership card was personalized with a photo of the member’s favorite Starwood hotel or resort. Members “designed” their enhanced card online and were delighted when it arrived in a curved trifold envelope, surrounded by gorgeous photos of Starwood resort and spa hotels. The folder’s graceful design embellished a card “poised for possibilities,” winning Lacek a Gold MarCom Award in the Design/General category. Creative Directors: Tim Gross, Laurie Bedwell; Associate Creative Director/Copywriter: Shawn Sweeney; Art Director: Susan Peterson; Production: Terra Charley; Project Managers: Francie Shanks and Stephanie Wittleder; Account Supervisor: Courtney Schultz
Disney’s EarMarked Program Guide
A little Disney magic was inherent in Lacek’s introduction to the Disney Parks & Attractions EarMarked rewards program. They achieved the goal of keeping the magic sparkling while explaining a loyalty program clearly and precisely. The inside headline, “Heigh Ho, Heigh Ho…Earn Points as you go” introduced descriptions and photos that showcased the program offered to Disney Vacation planners. Lacek’s creative team received a MarCom Platinum Award in the Design/General category. Creative Director: Mark Weninger; Associate Creative Director/Art Director: Amy Van Ert; Copywriter: Floyd Olive; Traffic: Tracy Lynn Simmons
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