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class="social-icon"><svg version="2.0" style="fill: #ff6a6a !important;"><use href="#phone" /></svg></i> 184</a> 185 186 187 </div> 188 189 190 <h1 class="logo"> 191 <a href="/" data-portfolio-title>Meagan Henao</a> 192 </h1> 193 194 195 196 197 198 <nav class="menu"> 199 <ul> 200 201 <li><a target="_self" class="" href="/">Home</a> 202 203 204 </li> 205 206 <li><a target="_self" class="" href="/about/">About</a> 207 208 209 </li> 210 211 <li><a target="_self" class="" href="/featured-work/">Case Study: Scale Social Proof Program</a> 212 213 214 </li> 215 216 <li><a target="_self" class="" href="/case-study-2/">Case Study: Award Winning Campaign</a> 217 218 219 </li> 220 221 <li><a target="_self" class="" href="/case-study-3/">Case Study: Concept, Pitch & Execute</a> 222 223 224 </li> 225 226 <li><a target="_self" class="" href="/case-study-4/">Case Study: AI Transformation</a> 227 228 229 </li> 230 231 <li><a target="_self" class="" href="/what-my-colleagues-say/">Recommendations</a> 232 233 234 </li> 235 236 </ul> 237 </nav> 238 239 240 </div> 241 </div> 242</div> 243 244 245 246 247</div> 248 249 250 <div class="page " id="page-1853469"> 251 <div class="content" id="content"> 252 253 254 255 256<section class="section" data-background-src="" style="background-position: ;" data-order="1" data-id="4253622" id="section-4253622"> 257 258 259 260 261 262 263 264 <div class="section__content" data-layout-mode="normal"> 265 266 267 <div class="column" data-column="1"> 268 269 <div 270 class="block block--block-element block-spacer" 271 data-definition-name="Spacer" 272 data-definition-type="generic" 273 data-id="11375638" 274 data-order="1" 275 id="block-11375638" 276 277> 278 <div style="height: 50px;" class="spacer "> 279 280 281</div> 282 283 284 285</div> 286 287 <div 288 class="block block--inline block-heading" 289 data-definition-name="Heading" 290 data-definition-type="generic" 291 data-id="11375639" 292 data-order="2" 293 id="block-11375639" 294 295> 296 <h1 data-alignment="center" class="heading animate-in">HGV Max Messaging & âMax The Dogâ Brand Experience�</h1> 297 298 299 300</div> 301 302 <div 303 class="block block--inline block-text" 304 data-definition-name="Text" 305 data-definition-type="generic" 306 data-id="11375640" 307 data-order="3" 308 id="block-11375640" 309 310> 311 <section class="block-text" data-alignment="left"> 312 <div class="wrapper--small animate-in" data-richtext="content"> 313 <p><strong>The challenge:</strong> HGV needed to launch HGV Max membership messaging across all resorts.</p> 314<p><strong>The goal:</strong></p> 315<ul><li>Increase awareness</li><li>Differentiate membership tiers</li><li>Create emotional connection</li><li>Drive upgrades and engagement</li><li>Deliver a consistent brand experience on-property</li></ul> 316<p><strong>My role: </strong>I directed the team that conceptualized the campaign and touch points, developed the messaging, and built the pitch deck.<br/></p> 317 </div> 318</section> 319 320 321 322</div> 323 324 </div> 325 326 327 328 329 330 </div> 331</section> 332 333 334 335 336 337<section class="section" data-background-src="" style="background-position: ;" data-order="2" data-id="4253623" id="section-4253623"> 338 339 340 341 342 343 344 345 <div class="section__content" data-layout-mode="normal"> 346 347 348 <div class="column" data-column="1"> 349 350 <div 351 class="block block--block-element block-image" 352 data-definition-name="Image" 353 data-definition-type="generic" 354 data-id="11375641" 355 data-order="1" 356 id="block-11375641" 357 358> 359 360 361 <div class="wrapper animate-in width--full blog-pull--none crop-ratio--square crop" > 362 363 <div class="img-cropper" > 364 365 <div class="img-ratio" > 366 367 368 369 370 371 372 373 374 <div class="overlay__inner"> 375 376 <div> 377 <h4></h4> 378 379 </div> 380 381 382 </div> 383 384 385 386 387 <img style="object-position: 50% 50%;" data-src="https://media.journoportfolio.com/users/477882/images/c3b5d771-aa5d-49be-b169-18fb5187290a.jpg"> 388 389 </div> 390 </div> 391 392</div> 393 394 395 396 397</div> 398 399 </div> 400 401 <div class="column" data-column="2"> 402 403 <div 404 class="block block--inline block-text" 405 data-definition-name="Text" 406 data-definition-type="generic" 407 data-id="11375642" 408 data-order="1" 409 id="block-11375642" 410 411> 412 <section class="block-text" data-alignment="left"> 413 <div class="wrapper--small animate-in" data-richtext="content"> 414 <p>Specifically, I led:<br/></p> 415<ul><li>Ideation & creative direction<br/></li><li>Messaging + copy platform<br/></li><li>On-site experience concepting<br/></li><li>Visual + tactile brand storytelling<br/></li><li>Full pitch deck development<br/></li><li>Leadership presentation<br/></li></ul> 416<p>I was essentially the ACD leading this initiative.</p> 417 </div> 418</section> 419 420 421 422</div> 423 424 </div> 425 426 427 428 429 430 </div> 431</section> 432 433 434 435 436 437<section class="section" data-background-src="" style="background-position: ;" data-order="3" data-id="4253624" id="section-4253624"> 438 439 440 441 442 443 444 445 <div class="section__content" data-layout-mode="normal"> 446 447 448 <div class="column" data-column="1"> 449 450 <div 451 class="block block--inline block-text" 452 data-definition-name="Text" 453 data-definition-type="generic" 454 data-id="11375643" 455 data-order="1" 456 id="block-11375643" 457 458> 459 <section class="block-text" data-alignment="left"> 460 <div class="wrapper--small animate-in" data-richtext="content"> 461 <h2><strong>The Big Creative Idea</strong></h2> 462<p>âMax the Dogâ â A branded character and emotional anchor.</p> 463<p><strong>Why it worked:</strong></p> 464<ul><li>Lovable rescue dog â Chief Greeter & mascot<br/></li><li>Travels to 150+ properties<br/></li><li>Represents loyalty, warmth, and family<br/></li><li>Highly shareable & memorable<br/></li><li>Creates a personality for the program<br/></li></ul> 465<p>This turned messaging into <em>experience</em>.</p> 466<h2>Gamified Brand Loyalty</h2> 467<p>Each resort gets a unique Max bandana.</p> 468<ul><li>Members âcollectâ different versions across stays</li><li>Incentivizes return visits & travel to multiple properties</li><li>Builds emotional attachment</li><li>Drives organic social sharing (#MyHGV / #MaxTravels)</li></ul> 469 </div> 470</section> 471 472 473 474</div> 475 476 </div> 477 478 479 480 481 482 </div> 483</section> 484 485 486 487 488 489<section class="section" data-background-src="" style="background-position: ;" data-order="4" data-id="4253662" id="section-4253662"> 490 491 492 493 494 495 496 497 <div class="section__content" data-layout-mode="normal"> 498 499 500 <div class="column" data-column="1"> 501 502 <div 503 class="block block--block-element block-image" 504 data-definition-name="Image" 505 data-definition-type="generic" 506 data-id="11375768" 507 data-order="1" 508 id="block-11375768" 509 510> 511 512 513 <div class="wrapper animate-in width--full blog-pull--none crop-ratio--nocrop " > 514 515 <div class="img-cropper" > 516 517 <div class="img-ratio" style="padding-top: 66.9921875%;"> 518 519 520 521 522 523 524 525 526 <div class="overlay__inner"> 527 528 <div> 529 <h4></h4> 530 531 </div> 532 533 534 </div> 535 536 537 538 539 <img style="object-position: 50% 50%;" data-src="https://media.journoportfolio.com/users/477882/images/53f2845e-5094-4ef6-98bf-12149dc54069.png"> 540 541 </div> 542 </div> 543 544</div> 545 546 547 548 549</div> 550 551 </div> 552 553 554 555 556 557 </div> 558</section> 559 560 561 562 563 564<section class="section" data-background-src="" style="background-position: ;" data-order="5" data-id="4253687" id="section-4253687"> 565 566 567 568 569 570 571 572 <div class="section__content" data-layout-mode="normal"> 573 574 575 <div class="column" data-column="1"> 576 577 <div 578 class="block block--inline block-heading" 579 data-definition-name="Heading" 580 data-definition-type="generic" 581 data-id="11375847" 582 data-order="1" 583 id="block-11375847" 584 585> 586 <h3 data-alignment="left" class="heading animate-in">The Pitch</h3> 587 588 589 590</div> 591 592 <div 593 class="block block--inline block-text" 594 data-definition-name="Text" 595 data-definition-type="generic" 596 data-id="11375848" 597 data-order="2" 598 id="block-11375848" 599 600> 601 <section class="block-text" data-alignment="left"> 602 <div class="wrapper--small animate-in" data-richtext="content"> 603 <p>I built and presented a full pitch deck to leadership including:</p> 604<ul><li>Concept & story<br/></li><li>Visual mockups<br/></li><li>On-site integrations<br/></li><li>Messaging copy<br/></li><li>Cost breakdowns<br/></li></ul> 605 </div> 606</section> 607 608 609 610</div> 611 612 </div> 613 614 <div class="column" data-column="2"> 615 616 <div 617 class="block block--inline block-heading" 618 data-definition-name="Heading" 619 data-definition-type="generic" 620 data-id="11375849" 621 data-order="1" 622 id="block-11375849" 623 624> 625 <h3 data-alignment="left" class="heading animate-in">What Was Approved</h3> 626 627 628 629</div> 630 631 <div 632 class="block block--inline block-text" 633 data-definition-name="Text" 634 data-definition-type="generic" 635 data-id="11375850" 636 data-order="2" 637 id="block-11375850" 638 639> 640 <section class="block-text" data-alignment="left"> 641 <div class="wrapper--small animate-in" data-richtext="content"> 642 <ul><li>Messaging & copy platform</li><li>Table tents & in-room touchpoints</li><li>Banner-ups / large format placements</li><li>Max the Dog mascot concept</li></ul> 643 </div> 644</section> 645 646 647 648</div> 649 650 </div> 651 652 653 654 655 656 </div> 657</section> 658 659 660 661 662 663<section class="section" data-background-src="" style="background-position: ;" data-order="6" data-id="4253688" id="section-4253688"> 664 665 666 667 668 669 670 671 <div class="section__content" data-layout-mode="normal"> 672 673 674 <div class="column" data-column="1"> 675 676 <div 677 class="block block--inline block-heading" 678 data-definition-name="Heading" 679 data-definition-type="generic" 680 data-id="11375851" 681 data-order="1" 682 id="block-11375851" 683 684> 685 <h3 data-alignment="left" class="heading animate-in">Why It Worked</h3> 686 687 688 689</div> 690 691 <div 692 class="block block--inline block-text" 693 data-definition-name="Text" 694 data-definition-type="generic" 695 data-id="11375852" 696 data-order="2" 697 id="block-11375852" 698 699> 700 <section class="block-text" data-alignment="left"> 701 <div class="wrapper--small animate-in" data-richtext="content"> 702 <ul><li>Emotional storytelling</li><li>Scalable brand system</li><li>Gamification = repeat stays</li><li>
702Social-friendly = organic reach</li><li>Cross-channel integration</li><li>Immediate member value</li><li>Clear business outcome: upgrades and loyalty</li></ul> 703 </div> 704</section> 705 706 707 708</div> 709 710 </div> 711 712 <div class="column" data-column="2"> 713 714 <div 715 class="block block--inline block-heading" 716 data-definition-name="Heading" 717 data-definition-type="generic" 718 data-id="11375853" 719 data-order="1" 720 id="block-11375853" 721 722> 723 <h3 data-alignment="left" class="heading animate-in">Leadership Takeaway</h3> 724 725 726 727</div> 728 729 <div 730 class="block block--inline block-text" 731 data-definition-name="Text" 732 data-definition-type="generic" 733 data-id="11375854" 734 data-order="2" 735 id="block-11375854" 736 737> 738 <section class="block-text" data-alignment="left"> 739 <div class="wrapper--small animate-in" data-richtext="content"> 740 <p>I led a creative team from concept to pitch, developing strategic brand experiences that earned leadershipâs approval and investment.<br/></p> 741 </div> 742</section> 743 744 745 746</div> 747 748 </div> 749 750 751 752 753 754 </div> 755</section> 756 757 758 759 760 </div> 761 762 <div class="footer" id="footer"> 763 764 765 766 767 768 769 770 771 772 773 774 775 776 777 778 779<section class="section" data-background-src="" style="background-position: ;" data-order="0" data-footer="true" data-id="4251852" id="section-4251852"> 780 781 782 783 784 785 786 787 <div class="section__content" data-layout-mode="normal"> 788 789 790 <div class="column" data-column="1"> 791 792 <div 793 class="block block--inline block-heading" 794 data-definition-name="Heading" 795 data-definition-type="generic" 796 data-id="11370949" 797 data-order="1" 798 id="block-11370949" 799 800> 801 <h3 data-alignment="center" class="heading animate-in">Meagan W. Henao</h3> 802 803 804 805</div> 806 807 <div 808 class="block block--inline block-text" 809 data-definition-name="Text" 810 data-definition-type="generic" 811 data-id="11370950" 812 data-order="2" 813 id="block-11370950" 814 815> 816 <section class="block-text" data-alignment="center"> 817 <div class="wrapper--small animate-in" data-richtext="content"> 818 <p>Associate Creative Director / Director of Growth Content & Strategy / Director Performance Creative<br/><br/><a href="https://www.journoportfolio.com/"></a></p> 819 </div> 820</section> 821 822 823 824</div> 825 826 </div> 827 828 829 830 831 832 </div> 833</section> 834 835 836 </div> 837 838 839</div> 840 841 842 843 844 845 846 847 848 849 850
850<script type="text/javascript"> 851 var PUBLISHED = true; 852 853 854 855 856 857 858 859 860 var PAGE_ID = 1853469 861 862 863 864 865 866 867 var PORTFOLIO_CAPTCHA_PUBLIC_KEY = "6Lc4J9AZAAAAAE_D0CZHclTobtIsztATjQR1bwYZ"; 868 </script>
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