Student loyalty card attracts 10 partners

by Charlie McCathie, Brand Republic 07-Sep-07, 14:55

LONDON - Cocktail Marketing has assembled 10 brand partnerships, including Play.com and National Express, for student bar chain Varsity's loyalty scheme.

Play.com, Dominos Pizza, Essensuals Hair, Figleaves.com, Fitness First, Firebox.com, STA Travel, National Express, 7Digital.com and MrsCashback.com have all signed up to gain exposure.

The new partners will join existing scheme members Lovefilm, STA Travel, Asos.com and Phones 4u.

The partnerships will raise awareness of the loyalty card, while driving sales in the 18- to 25-year-old market for the partners.

Branding for the partners will feature on 750,000 VCards valid for a year from September 1. Varsity bars across the UK will display boards, posters, leaflets and menus promoting the partners, as well as advertising on plasma screens and staff uniforms.

Varsity's website will offer further exposure, with a dedicated landing page for each partner offer and presence on the Varsity e-newsletters and SMS texts. Branded VCard vehicles, satchels, flyers, stickers and door hangers will add to the hype.

Varsity has 35 bars situated throughout the UK, with five due to open soon.