NEWS: Diners Club in Air Miles promo

Diners Club is returning to above-the-line advertising after a gap of

more than five years with a pounds 500,000 press campaign promoting its

link-up with British Airways and Air Miles.

The direct response campaign, through agency Tullo Marshall Warren, will

launch in December in the business and financial press and will run for

six months. It is designed to work in conjunction with Diners Club’s on-

going direct mail campaign to BA Executive Club members.

In July, Diners Club teamed up with BA to launch its first UK airline

co-branded charge card. The card is targeted at frequent travellers and

earns Air Miles.

The move allows Diners Club access to 600,000 of the UK’s 750,000

frequent flyers.

‘There is a real opportunity with the Air Miles on the card to put

ourselves back in the marketplace,’ said Debbie Green, marketing

director of Diners Card.

This article was first published on Marketing