Morgan Stanley Dean Witter & Co. announced Monday in New York City that, starting this week, the ‘Discover Card’ will sponsor a ‘FeelGood Fridays’ promotion. Every time cardholders use their ‘Discover Card’ for purchases on Fridays from September 18th to November 13th, they have a chance to earn an additional $100 ‘Cashback Bonus’ award. The promotion is part of Discover’s new marketing strategy that includes a new advertising campaign, new sponsorships and promotions, new philanthropic partnerships, and expanded cardholder benefits. The new advertising campaign will carry the theme of “Discover the Feeling,” which links the ‘Discover Card’ to the positive emotions of buying something special and getting a ‘Cashback Bonus’ award. The TV spots will begin this Thursday. Discover said yesterday that media vehicles will include television, radio, national magazines, the Internet and alternative point-of-sale media such as gas pump handles, wrapped buses and supermarket floor mats. Discover Card is also introducing new ways to earn and redeem their ‘Cashback Bonus’ awards and will also be a major sponsor of Universal Studios Escape opening in Orlando next summer.
The new Discover Card raised the curtain on its future in New York City yesterday with a gala Broadway premiere of its marketing strategy that includes a new advertising campaign, new sponsorships and promotions, new philanthropic partnerships, and expanded Cardmember benefits.
“We’re previewing exciting new initiatives that will make Discover Card even more valuable to our current and future Cardmembers,” said Lisa Lampert, senior vice president of marketing, Discover Card.
Contemporary retro music, a multi-media production, and costumed icons kept the pace of the show moving at New York’s landmark Hudson Theatre as Ms. Lampert revealed how Discover Card is positioned as a contemporary and important brand for the next millennium.
New advertising campaign: With the theme of “Discover the Feeling(SM),” an upbeat new advertising campaign links Discover Card to the positive emotions of buying something special and getting a Cashback Bonus(R) award. Media vehicles include television, radio, national magazines, the Internet and alternative point-of-sale media (gas pump handles, wrapped buses and supermarket floor mats).
As part of the campaign, which begins September 17th, Discover Card is sponsoring a “FeelGood Fridays” promotion. Every time Cardmembers use their Discover Card for purchases on Fridays from September 18th to November 13th, they have a chance to earn an additional $100 Cashback Bonus award. (No purchase is necessary and official rules contain free entry details.) Special events, giveaways, newspaper, radio and Internet advertising support the promotion in 22 markets.
New Cashback Bonus award benefits: Discover Card is introducing new ways for Cardmembers to earn and redeem their Cashback Bonus awards. Partnerships with major retailers will expand opportunities for Cardmembers to earn additional Cashback Bonus awards, while a new redemption program gives Cardmembers the option to exchange their Cashback Bonus award for substantial savings on brand name products and services.
Universal Studios partnership: Ms. Lampert announced that Discover Card will be a major sponsor of Universal Studios Escape, an 840-acre entertainment resort in Orlando that will include a new theme park, Universal Studios Islands of Adventure, opening in the summer of 1999. To help launch Universal Studios Islands of Adventure, Discover Card will offer special travel and entertainment benefits to Cardmembers. The partnership with Universal Studios also includes a Cardmember promotion tied to the movie release on Thanksgiving weekend of “Babe: Pig in the City.”
New philanthropic program: America’s Promise _- The Alliance for Youth and the Smithsonian Institution join the Make-A-Wish Foundation(R) as charities to which Cardmembers may donate their Cashback Bonus award. “America’s Promise and the Smithsonian Institution are natural partnerships that fit well into our philanthropic program that focuses on the American family, children, and education,” Ms. Lampert said.
New Brand Discover strategy: Discover Card is leveraging the strong consumer franchise of its name and exclusive Cashback Bonus award through cross-marketing initiatives for a portfolio of financial and other services under the Brand Discover umbrella. These include Discover Loan Center(SM), Discover Card CD and Savers’ Accounts (money market accounts), Discover Brokerage Direct (online brokerage), and Discover Connection(SM) Internet Service.
Discover Card, issued by a business unit of Morgan Stanley Dean Witter & Co. (NYSE: MWD), is a general purpose credit and financial services card that is accepted nationwide wherever the NOVUS(R) sign is displayed.