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.
Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Too many FS marketing plans treat direct mail as optional. Consumers don't. That's our read on Lob's State of Direct Mail: Consumer Insights 2026, an online survey of 2,000 U.S. adults conducted in July 2026. Four findings stood out to us: (1) Economic pressure is changing how people read their mail, (2)"Personal" means something different to each generation, (3) The mailbox is still a daily habit, and (4) Trust in direct mail is growing.
The “baby boomer” consumer segment controls a historic share of the nation’s wealth, and how they research and choose products is evolving. Media Logic’s 2026 Consumer In Sights (CIS) survey of older adults’ media preferences looked closely at this demographic; specifically focusing on how digital confidence, channel use, and comfort with AI are evolving among adults ages […]
