Page 23 - Peerless Performance Travelers Proposal

MARKETING STRATEGY
Marketing to move an audience.
An advanced marketing communications strategy means going beyond telling the audience about Travelers Rewards Value®. With a push-pull approach, the strategy pushes the audience to the incentive and pulls them closer into the relationship – making Travelers as well as the Producer more appealing to the customer.
Elements at a Glance – A theme to inspire.
Channels to reach. Editorial to engage. • Annual theme
• Channel strategy
• Editorial calendar
Elements in Detail – The steps to success.
Like a winning advertising strategy, the marketing communications of Travelers Rewards Value® provides an easy-to-spot campaign that drives awareness, usage and behavior. The theme is renewed each year as a promotional tool for the program.
In its first year, the new Travelers Rewards Value® platform is captioned by the visual and verbal theme
“Elevate”.
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