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296  <h1 data-alignment="center" class="heading animate-in">HGV Max Messaging &amp; “Max The Dog” Brand Experience�</h1>
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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>
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414        <p>Specifically, I led:<br/></p>
415<ul><li>Ideation &amp; 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>
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461        <h2><strong>The Big Creative Idea</strong></h2>
462<p>“Max the Dog” — A branded character and emotional anchor.</p>
463<p><strong>Why it worked:</strong></p>
464<ul><li>Lovable rescue dog → Chief Greeter &amp; mascot<br/></li><li>Travels to 150+ properties<br/></li><li>Represents loyalty, warmth, and family<br/></li><li>Highly shareable &amp; 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 “collect” different versions across stays</li><li>Incentivizes return visits &amp; travel to multiple properties</li><li>Builds emotional attachment</li><li>Drives organic social sharing (#MyHGV / #MaxTravels)</li></ul>
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603        <p>I built and presented a full pitch deck to leadership including:</p>
604<ul><li>Concept &amp; 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>
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642        <ul><li>Messaging &amp; copy platform</li><li>Table tents &amp; in-room touchpoints</li><li>Banner-ups / large format placements</li><li>Max the Dog mascot concept</li></ul>
643    </div>
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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>
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724
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740        <p>I led a creative team from concept to pitch, developing strategic brand experiences that earned leadership’s approval and investment.<br/></p>
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801  <h3 data-alignment="center" class="heading animate-in">Meagan W. Henao</h3>
802
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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 &amp; Strategy / Director Performance Creative<br/><br/><a href="https://www.journoportfolio.com/"></a></p>
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