John Lewis embarks on second credit card push
John Lewis has launched the second phase of an integrated marketing push to launch its Partnership Card to consumers not yet held on its database.
Phase one began in April with a soft-launch direct mail pack to existing customers promoting the credit card, which can be used in John Lewis and Waitrose stores, as well as acting as a loyalty card where customers can earn points.
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Phase two takes the campaign to the rest of the public with tube, 48- and 96-sheet posters, national and regional press ads and online activity to promote the card.
The campaign began last month and uses copy-heavy, fact-based ads to tell customers the benefit of the card.
These include the strapline: 'We don't think you should have to choose between value and rewards ... so our new credit card gives you the balance of both'. This strategy came straight from customer research.
All response will be phone and online.
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