US credit card issuer Advanta and the Royal Bank of Scotland have picked
GCI to spearhead a public relations offensive ahead of the launch of a
joint credit card early next year.
The Advanta Visa card will be targeted specifically at individuals with
incomes of more than pounds 10,000 a year who run up sizeable balances
on their credit cards but are considered good credit risks.
Because the card will generate income through interest payments by
cardholders, the annual percentage rate will be kept low at around 14
per cent.
GCI has been hired to raise awareness of the card among its target
market during the three month period prior to its launch in January.
In particular, the agency will support a direct mail campaign through
coverage in the financial pages of the national press and non-financial
consumer media.
The project will be handled by GCI’s professional and financial services
group for a ‘five-figure fee’ and is the first account win for its new
head, Sue Ryan, since she joined the agency last month.
‘It is a significant account win, especially because it is unusual for a
launch to be PR-led rather than advertising-led,’ said Ryan.
