Challenge
China is the world's largest mobile market and the level of acceptance of new mobile technologies is high. It is therefore an important chanel to reach the consumer and one that can provide real value.
We found that travelers frequently call upon their mobile phone for useful information such as currency exchange and world clocks, however there was no free mobile application providing all of the functionality that travelers need in one package.

Idea
In order to help make the lives of Chinese travelers easy we developed a free Priority Club Travel Assistant mobile application that offered a multi country, customisable world clock, with up to date currency exchange, an innovative packing list, as well a a complete IHG hotel directory for China.
We also discovered that many PCR members do not carry around their card so the Travel Assistant also substitutes as a digital card for PCR and for other loyalty programmes travellers might be a part of.

Results
The update from members has been fantastic, in just 2 months the Priority Club Travel Assistant has been downloaded over 3000 times. This database has since proved to be remarkably receptive to PCR direct marketing. The client is now considering a roll-out beyond China.