Rewards Member Exclusive Experiences

Highly curated experiences and gifts were created for Westfield Century City’s Platinum Members, the highest tier in the program requiring a $25,000 program spend to qualify. Experiences included a virtual truffle risotto workshop with Eataly and a complimentary ornament and custom calligraphy from Tiffany & Co. for the holidays.

Rewards members also received first access and discounts to select Westfield events including Netflix’s Army of the Dead VR Experience, Happy Place - The Drive Thru, Art Universe, Bloomingdale’s x HBO's ‘Big Little Lies’ Season 2 Premiere, and more.

I led the marketing partnerships and strategy between Westfield Century City and brand partners, crafting messaging displayed across Westfield’s channels to highly targeted audiences.

Rewards General and Seasonal Campaigns

Westfield’s seasonal campaigns span across major shopping holidays from Lunar New Year to Mother’s Day and Back to School, culminating with Holiday. Westfield Rewards members earn exclusive points, cash back promotions, or complimentary gifts during these periods, only valid at their favorite Westfield center for a limited time. Westfield’s always-on Rewards messaging focused on promoting the perks and benefits of the program, driving acquisition.

I led the creative direction, asset production, and briefing process between centers for always-on and seasonal campaigns. The illustrative and playful design of each focused on promoting the program through all Westfield center channels across website, email, social media, on-site signage, paid advertising, and out-of-home billboards.