HOYTS Rewards is a two-tiered loyalty program that allows movie customers to earn and use points every time they visit the cinema. The two tiers, Standard (free) and VIP (paid), offer a range of benefits including discounted movie tickets, food and beverage discounts, and earning Qantas Points with each purchase.

Each tier’s logos, icons and colour palettes are used across their respective promotional creatives, along with assigned stock talents, used across the launch creatives and ongoing sign-up communications. The talent were chosen to convey excitement around being rewarded, speaking directly to the customer.

These creatives were used to launch the refreshed program, and were rolled out across digital screens, marketing eDMs, social media, print assets, owned and LAM assets.

A separate creative was designed for any communications that referred to the general HOYTS Rewards program, featuring a “Save up to 25%” messaging. The artwork has often been used if OOH settings, and so, includes HOYTS’ primary colours of red, black and white, as well as an assigned stock couple, to ensure consistency and easy recognition.

future Promotions

To continue the visual style of HOYTS Rewards, post-launch, a template was created for future promotions which designed for six key offer categories. Backgrounds colours have been assigned to each category, based off HOYTS’ secondary colour palette, which ensure consistency and easy recognition of offers.

All talent images have been selected carefully to create diversity, inclusivity and convey natural excitement. Custom images are chosen per promotion to ensure the correct target market and demographics are being represented.