CASE STUDY 2: 

Hotel Group: Fairmont Hotels and Resorts
Loyalty Programme: Fairmont President’s Club (FPC)
Challenge: More of an opportunity than a challenge, Fairmont Bab Al Bahr was the official host hotel for the Abu Dhabi Film Festival and had a large outdoor screen set up on the beachfront with daily film viewings.
Initiative: An FPC booth was set up at the hotel property during the 2011 Abu Dhabi Film Festival to create awareness of the programme.
Objective: To continue to enroll both residents and potential guests to the loyalty programme.
Target Audience: Event attendees and in-house guests.
Channels: Live event.
Results: During the week, more than 1000 new members joined the loyalty programme.

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