SOUTHERN Sun's Frequent Guest programme won a Gold Award in the Best Loyalty programme category at the 2000 Assegai Awards held at Vodaworld, Midrand, last month.
The awards, presented by the Direct Marketing Association of South Africa (DMASA), are based on creativity, strategic vision and measurable response.
According to group marketing director for Southern Sun, Richard Weilers, the Frequent Guest programme's membership grew by 90% last year.
"The basis of this campaign is awarding frequent guests with one 'Sun Rand' for every R10 spent at Southern Sun. This is one of the few loyalty programmes that allows members to earn rewards on accommodation, food, beverage and sundry expenses."
He says that since the cut-off date for the awards, Southern Sun has taken the programme to the next level with the launch of a weekly e-mail programme and a new reward structure that increases the rate at which Frequent Guest members can earn Sun Rands.
(Adele Mackenzie)
