Borders launched a contest last week, exclusive to its loyalty members, that offers a “dream” experience around what it knows best: books, music and movies.
The Dream Rewards experience is one of four contests a year Borders plans to offer its loyalty club members.
“There are a lot of different loyalty programs out there, but this makes us just a little different than some of our competitors,” said Ann Binkley, project manager for Borders’ Dream Rewards program. “It’s got a coolness factor” other programs don’t have.
The contest kicked off last week featuring a grand prize three-night trip to the New Orleans Jazz & Heritage Festival, to be held May 4-7. The prize also includes dinner for two and two tickets for the headline performance of Grammy-award winning musical Harry Connick, Jr. at the festival. The winner also gets to work alongside Connick in a “build a house” project to help rebuild New Orleans.
To enter, Reward members must submit by Feb. 28 a 150-word or less “love letter” to New Orleans saying why they like the city and what makes it so special.
A dedicated Web site, BordersDreamRewards.com, features all the details, as well as a section to drive new membership via the contest.
“We felt this was something that would speak to our customers,” Binkley said. “This is a way to give added benefits to our members.”
Contest partners include Sony BMG.
Borders has signed up 15 million members since launching the rewards program less than one year ago. Members earn savings with each purchase that can be spent in Borders and Waldenbooks stores.
In-store signage and an e-mail blast to Borders loyalty club members support the contest, which is administered by D.L. Blair, Inc., Garden City, NY.