Kimpton Loyalty Program Branding

1. Case Study:
Loyalty Program Name
Development for

2. 2
Case Study:
Loyalty Program Name
Development for
The Company: Kimpton Hotels & Restaurants
The Kimpton Hotel & Restaurant Group Inc. is an American hotel and restaurant company. It
is the largest chain of boutique hotels in the United States.
The Task: Brand Name Development
The task was to create a guest loyalty program name for Kimpton Hotels, allowing members
to enjoy exclusive and personalized offers year-round, as well as accrue spa credits, compli-
mentary nights, and numerous other rewards.
Naming Strategy
In our project kickoff meeting, it was understood that the primary attributes the name should
encapsulate are personalization, gratification, and indulgence.
Name Creation
Our team created an initial list of over 90 potential loyalty program name candidates. The list
was narrowed to 9 names after rigorous linguistic analysis and trademark screening.
Names in Validation Phase
Honours Circle
Ultimma Blue Royale
Kimpton Select Optum Pinnacle Preferred
Magnetic Beyond Compare InTouch

3. 3
Case Study:
Loyalty Program Name
Development for
Each of the 9 loyalty program
name finalists was subjected
to our ScoreCard analysis,
based on the following cate-
gories:
Scriptability
Visual Aesthetics
Phonetic Viability
Aural Comprehensibility
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity

4. 4
Case Study:
Loyalty Program Name
Development for
InTouch
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Scriptability
Aural
Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability &
Longevity
Ease of
Pronunciation
Quantitative
Score/100
Gender Properties
Phonemic Simplicity
Honours
Circle
Kimpton
Select
Optum Pinnacle
Preferred
Ultimma Blue
Royale
Magnetic Beyond
Compare
ScoreCard Analysis – “InTouch” & Runner-Up Name Candidates

5. 5
Case Study:
Loyalty Program Name
Development for
100
25
75
Hotel/Hospitality Industry Experts Current Loyalty Program Members
at Hotels of Equal Caliber
Key Stakeholders from Kimpton Hotels
QualiQuantitative Interviews
We interviewed 200 respondents regarding each of the 9 loyalty program
name candidates. Respondents included hotel/hospitality industry experts,
key stakeholders from Kimpton Hotels, and current loyalty program members.

6. 6
Case Study:
Loyalty Program Name
Development for
Program Name: Honours Circle
Brand Name Recommendation: InTouch
Program Name: Pinnacle Preferred Program Name: Ultimma
Program Name Feedback: Program Name Feedback: Program Name Feedback:
Respondents noted that Honours
Circle implied “dignified” as well as
“exclusive”, referring to the high-end
amenities afforded to only those who
are loyalty program members.
Respondents quickly connected with InTouch. InTouch was noted as “personal”,
emphasizing “considered care” and “thoughtful service”. Its conceptual character and
simplicity suggest individualized service: a program that is “in touch” with the specific
needs and preferences of each of its esteemed guests.
Pinnacle Preferred served as our secondary
recommendation. Respondents noted that
this name connoted “elite” and “selective”,
as an “exclusive club” for members only.
Respondents noted that
Ultimma immediately signaled
“ultimate”, a reference to the
premier rewards available to
loyalty program members.

7. 7
Case Study:
Loyalty Program Name
Development for
As part of the nomenclature system we created for the Kimpton Hotels loyalty
program, our team also created the name “Inner Circle”, the elite second tier
for Kimpton loyalty program members who have stayed 15 eligible stays or 45
eligible nights within a calendar year.
Building from the “In” word part and concept from “InTouch”, both names
suggest a sort of exclusivity and reward to being a member of each program.
“Inner Circle” suggests a private club for a limited number of valued members,
who are rewarded with choice benefits and perks.
In addition to all the perks of InTouch, it is Kimpton’s priority to pamper its Inner
Circle members at every stay.
InTouch & Inner Circle
InTouch
Inner Circle

8. 8
Case Study:
Loyalty Program Name
Development for
Falling under the two tiers of the loyalty program, our team also created Kimpton’s “Raid the Bar” concept and
the accompanying visual identity, as well as the logos and collateral to accompany the names InTouch and
Inner Circle.
As part of the “Raid the Bar” philosophy, loyalty program members receive a $10 credit to enjoy a craft
cocktail in one of Kimpton’s participating restaurant bars or head up to their rooms and “raid the mini bar” – all
complimentary, of course.
Raid the Bar

9. Contact Us
Address:
Bill Smith - Chief Executive Officer
Email: william.smith@brandacumenstudios.com
Phone: (917)745-3620
19 Leonard St.
1W
New York, New York 10013
Website: www.brandacumenstudios.com