Diners Club is returning to above-the-line advertising after a gap of
more than five years with a pounds 500,000 press campaign promoting its
link-up with British Airways and Air Miles.
The direct response campaign, through agency Tullo Marshall Warren, will
launch in December in the business and financial press and will run for
six months. It is designed to work in conjunction with Diners Club’s on-
going direct mail campaign to BA Executive Club members.
In July, Diners Club teamed up with BA to launch its first UK airline
co-branded charge card. The card is targeted at frequent travellers and
earns Air Miles.
The move allows Diners Club access to 600,000 of the UK’s 750,000
‘There is a real opportunity with the Air Miles on the card to put
ourselves back in the marketplace,’ said Debbie Green, marketing
director of Diners Card.