Incentive Based Gift Card Program Increases Membership 50%

Incentive Based Gift Card Program Increases Membership 50%

Incentive Based Gift Card Program Increases Membership 50% 
 
Company:  HMS Host, a worldwide provider of concessions at service plazas along major highway and turnpike routes. 

Objective:  To encourage tour bus drivers to choose specific concession and service plazas when making comfort stops for their passengers.. 

Strategy:  HMS Host created a promotional campaign built around a friendly, fictional character named “Gus Busman.” One component of the program was a booklet containing a fold-out map that identified all HMSHost Service Plazas.Membership Gift Card ProgramThe map included mile marker locations and a list of services and restaurants at each stop. On the inside cover of the booklet was a clear vinyl pocket that held “Gus Busman’s Pocket Plaza Pass,” a swipeable card that rewarded drivers with a free meal every time they brought in 20 or more passengers to the plaza. As part of the ongoing program, drivers are issued a refillable MasterCard Gift Card after 15 valid visits. The Gift Card is pre-loaded with $30, and with every 15 valid visits, an additional $30 is added to the card. Why would a driver go anywhere else?! 

 

Results:  Prior to this promotion, HMS Host had launched various programs targeting bus drivers but had not been able to establish a presence in the marketplace. In the first 12 months of the “Gus Busman” program, membership skyrocketed to 9,837 members, a 50% increase. 

Contact your Ghost Chili Promotions affiliate for a free consultationRhett Hott