The challenge: HGV needed to launch HGV Max membership messaging across all resorts.

The goal:

• Increase awareness
• Differentiate membership tiers
• Create emotional connection
• Drive upgrades and engagement
• Deliver a consistent brand experience on-property

My role: I directed the team that conceptualized the campaign and touch points, developed the messaging, and built the pitch deck.

Specifically, I led:

• Ideation & creative direction
  
• Messaging + copy platform
  
• On-site experience concepting
  
• Visual + tactile brand storytelling
  
• Full pitch deck development
  
• Leadership presentation
  

I was essentially the ACD leading this initiative.

The Big Creative Idea

“Max the Dog” — A branded character and emotional anchor.

Why it worked:

• Lovable rescue dog → Chief Greeter & mascot
  
• Travels to 150+ properties
  
• Represents loyalty, warmth, and family
  
• Highly shareable & memorable
  
• Creates a personality for the program
  

This turned messaging into experience.

Gamified Brand Loyalty

Each resort gets a unique Max bandana.

• Members “collect” different versions across stays
• Incentivizes return visits & travel to multiple properties
• Builds emotional attachment
• Drives organic social sharing (#MyHGV / #MaxTravels)

I built and presented a full pitch deck to leadership including:

• Concept & story
  
• Visual mockups
  
• On-site integrations
  
• Messaging copy
  
• Cost breakdowns
  

• Messaging & copy platform
• Table tents & in-room touchpoints
• Banner-ups / large format placements
• Max the Dog mascot concept

• Emotional storytelling
• Scalable brand system
• Gamification = repeat stays
• Social-friendly = organic reach
• Cross-channel integration
• Immediate member value
• Clear business outcome: upgrades and loyalty

I led a creative team from concept to pitch, developing strategic brand experiences that earned leadership’s approval and investment.