Integrated Effort Supports Rewards Program Launch

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An integrated outdoor, print, online and television campaign begins this week to promote a new bank rewards program from National City Corp.


Points From National City rewards consumer and small business customers with points for making purchases with debit and credit cards, paying bills online, writing checks or improving a home or small business through purchases with a home equity or small business line of credit access card.


Points are redeemable for gift cards from retailers and restaurants, office supplies, travel packages and consumer electronics.


The Cleveland financial holding company operates through a banking network mainly in Ohio, Illinois, Indiana, Kentucky, Michigan, Missouri and Pennsylvania and also serves customers in selected markets nationally. Its core businesses include commercial and retail banking, mortgage financing and servicing, consumer finance and asset management.


The campaign launch was preceded by print and outdoor tease advertising that began in late February. The tease included points that mysteriously accumulated on billboards for several weeks throughout the company's seven-state footprint before revealing its conclusion: Introducing Rewards for Everyday Banking -- Points From National City.


The program also lets small business owners combine their business and consumer points into one account, enhancing reward opportunities and distinguishing the program from others in the industry. Families can accelerate accumulation of points by consolidating multiple accounts from one household.


Enrollment is free and requires a National City checking account with a Visa CheckCard. Reward offerings are extensive, and points accumulate quickly through large, one-time bonuses for the addition and first-time use of qualifying National City products or services. For example, with as few as 2,000 points, customers can get a $5 Starbucks or Olive Garden gift card.


Customers also can choose to accumulate points for larger rewards, with a four-year redemption window. For example, a member can earn 80,000 points in the first year of the program through ongoing transaction and bonus points. Redemption opportunities at that level range from an iPod speaker system to various Great American Day adventures including a hot-air balloon ride.


Points From National City supports the company's strategy to deepen and expand customer relationships. Other offerings include its Switch Service, which transfers checking accounts to National City through one point of contact.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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