Diners Club to Launch Ad Blitz Directed at Business Travelers

By Kantrow, Yvette D. | American Banker, September 6, 1991 | Go to article overview
Save to active project

Diners Club to Launch Ad Blitz Directed at Business Travelers


Kantrow, Yvette D., American Banker


Diners Club to Launch Ad Blitz Directed at Business Travelers

NEW YORK - After keeping a low profile through most of the credit card wars, Diners Club is about to go on the offensive.

Next week, the Citicorp unit will launch an ad campaign designed to position Diners Club as the best choice for business travelers.

The campaign will be the first under Robert H. rosseau, a Citicorp marketing executive who became chief executive officer of Diners Club late last year.

Airline-Oriented Ads

The company is taking aim at people who take 10 or more business trips a year. The campaign will consist of 60-second commercials on airlines' inflight video programs, two-page print ads in airline magazines, and airport billboards.

Previous ad programs at Diners Club, though small, were designed for a much broader travel market.

"It has to do with understanding your resources," Mr. Rosseau said in an interview on Thursday. "It would be difficult for us to be all things for all people."

Business travel is "a niche in T&E that we are good at."

The campaign, created by Foote, Cone & Belding of Chicago, positions Citicorp Diners Club Inc. as a direct competitor of American Express Travel Related Services Co., the clear leader in the $100 million U.S. business travel and entertainment market.

Frequent-User Program

Sporting the tag line, "If you're not using Diners Club, you're missing the points," the ads tout Club Rewards, a frequency marketing program akin to frequent-flier programs.

Club Rewards, which lets cardholders earn frequent-flier points, was introduced in 1985. American Express came out with a similar program, Membership Miles, earlier this year.

According to Mr. Rosseau, who worked at American Express in the early 1980s, Club Rewards is superior to Membership Miles, mainly because more major carriers participate. They include American, TWA, United, and USAir.

A spokeswoman for American Express said its program is better because cardholders can earn more miles for each dollar they charge.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Diners Club to Launch Ad Blitz Directed at Business Travelers
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?