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.
Direct mail has re-emerged as a prominent player in bank marketing strategies, a trend which has been labeled with terms such as resurgence, renaissance or simply counterintuitive. While many marketers may be surprised by this trend, Media Logic has consistently recognized and championed direct mail for its enduring power and effectiveness. We have continuously highlighted […]
The Media Logic Financial Services blog regularly features content on understanding generational cohorts: Millennials, Gen Z, and Alphas. Although Boomers are less frequently our primary focus, our Healthcare Industry blog is rich with Medicare marketing and senior content. Recently, Ipsos research captured our attention with its updated insights on the value of Boomers to brands, […]
Banks and credit unions make considerable investments in acquisition – often spending anywhere from $200/$300 to $1000 or more per new accountholder. Without the right nurturing of those customers, many could slip away before even developing a relationship.
