When Avios, the global travel rewards currency for British Airways Visa Signature® cards, wanted to increase their overall acquisition rates, they turned to Visa and Media Logic to develop new direct mail approaches.
Knowing the international travel rewards card prospect skews mid- to high-affluent, Media Logic developed two upscale direct mail approaches, one letter package and one self-mailer, that capitalized on the aspirational look, tone and feel of British Airways. Also, the packages were developed to address an ongoing challenge of co-brand cards: the need to expand usage beyond the brand into world spend.
The result was two direct mail approaches that appealed to affluent prospects, improved acquisition rates, and ultimately increased world spend. Both approaches were put before research for refinement, and ultimately both were mailed to determine which format was most effective.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
In many cases, the strongest marketing tends to come from teams willing to narrow the field before the work begins. Guardrails narrow the scope and keep work on strategy, with fewer messages, audiences and goals. Sharper creative makes a bigger impact. Here are five tips for marketers to explore.
A practical point of view on SEO, AEO, and GEO, and what it takes to show up in AI-generated answers The way consumers get answers has quietly changed — and it’s one of the biggest shifts in how information is found, even if most people haven’t noticed. Before they ever reach your website, many of them have already asked ChatGPT, Gemini, […]
Core deposits — primarily checking accounts, savings accounts, and money market accounts — are stable, low-cost deposits that are the foundation of a bank's funding. Unfortunately, core deposit growth has become one of the greatest challenges facing FIs, including community banks. And so, consumer and business deposit acquisitions (a 2025 priority) will remain a focus in 2026 and beyond.
