Diners Club to Launch Ad Blitz Directed at Business Travelers

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

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. …

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