ABOUT

GOALS
New member induction is fundamental to the success of RCI's business model. Like any club, there are rules and procedures that members need to be follow to get the most out of their membership. Members need to be informed, and welcomed as an appreciated member of an exclusive group, so the welcome pack therefore serves several purposes;

It acts as a comprehensive guide to making the most of club membership.
It is typically the member's first brand interaction, so it is important they feel welcome, and their decision to join is reaffirmed.
It should accommodate a variety of client preferences, and is therefore offered in print and digital media.

RESPONSE
The Welcome Pack comprises a folder, or wallet, containing the pack items;

A welcome letter with their membership card.
A set of vouchers.
A brochure filled with comprehensive membership information, and colourful, exotic imagery of the club's destinations.

Those who prefer things digital can still enjoy the experience of flipping through a glossy travel brochure. The Welcome book e-Zine is available for desktops and tablets, and allowed for direct linking to the RCI website.

All items incorporated RCI’s new branding ensuring the members' first impression is consistent and creates a good brand experience. The brand palette and creative typography showcase some of the fantastic imagery from the club's exotic destinations and facilities, reinforcing the RCI value proposition, and developing brand recognition - important in this competitive sector.

OUTCOME
Informative and inspiring, the multi-channel pack has proven a vital brand tool, welcoming, and informing new members, while establishing brand loyalty.