Diners Club International® Launches New Global Branding Campaign
14 Dicembre 2009 - 5:58PM
Business Wire
To symbolize the company’s new ownership by Discover Financial
Services and to reinvigorate the brand, Diners Club International
today announced the launch of a new global branding campaign that
includes a refreshed logo, redesigned card art and Web site, and
new print, out-of-home and broadcast advertisements. This is the
company’s first major rebranding effort in more than six years.
The new ads have launched in a number of markets in Q4 2009,
including Austria, Brazil, Denmark, Finland, Japan, Norway, South
Africa and Sweden and will continue to roll out in other
international markets throughout 2010. The campaign includes:
- Broadcast – Nine spots: Global
Version (:60/:30/:15), European Version (:30/:15), Asian Version
(:30/:15), and Latin American Version (:30/:15)
- Print – Three executions
- Out-of-home – Three
executions
"The launch of our new global campaign marks a major milestone
in our partnership with our valued franchisees to substantially
strengthen our brand globally," said Janice Alfini, Senior Vice
President of Global Brand and Marketing at Diners Club
International. "We are co-investing with our franchise partners to
help them bolster the brand locally, and at the same time, we are
extending and enhancing a more universal brand footprint."
The new campaign symbolizes a continuation of delivering on the
Diners Club® brand promise – which is to empower cardmembers to
enrich their personal and business experiences through access to
superior services and exclusive privileges – while evolving with
the ever-changing needs of cardmembers. The ads reflect a move
beyond Diners Club’s traditional focus of travel and entertainment
to everyday card use.
The message the ads convey to cardmembers and prospects is that
Diners Club recognizes, honors and celebrates the values of their
journey, including the experience and sacrifices required of people
to reach success. To that end, the broadcast spots, called “Map of
the World,” portray cardmembers as citizens of the world who are
always expanding their horizons through experiences large and
small. The print spots depict everyday moments in life for
cardmembers with photography that aims to capture the richness of
the card experience. The out-of-home creative elements reflect the
idea of a global community and represent the club as a whole, in
which cardmembers “Belong.”
The creative elements, developed in collaboration with Draftfcb
Chicago, were designed to be flexible so that local franchisees can
adapt and bring cultural relevance – all while delivering a
consistent brand message across the globe.
“Our franchisees have worked closely with us on every aspect of
our new advertising campaign, from the brand positioning to the
media strategy to the marketing materials,” said Alfini. “We
believe this collaborative approach is the key to revitalizing the
Diners Club brand and attracting and retaining more
cardmembers.”
About Diners Club International:
Diners Club International is owned by Discover Financial
Services (NYSE: DFS), a leading credit card issuer and electronic
payment services company. Established in 1950, Diners Club
International became the first multi-purpose charge card in the
world, launching a financial revolution in how consumers and
companies pay for products and services. Today, Diners Club is a
globally recognized brand serving the payment needs of select and
affluent consumers as well as providing corporations and small
business owners with a complete array of expense management
solutions. With acceptance in more than 185 countries and
territories, millions of merchant locations and access to over
650,000 cash access locations and ATMs, Diners Club is uniquely
qualified to serve its cardmembers all over the world. For more
information, visit www.dinersclub.com.
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