Chase debuts loyalty card

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Chase Card Services has released a new rewards card that targets affluent consumers called the Chase Sapphire, and is running a campaign to promote it.

The new products, the Chase Sapphire and the Chase Sapphire Preferred, are being promoted through an integrated marketing campaign that includes online ads, TV, print, events, PR and direct mail. The new card is aimed at offering loyalty rewards to consumers within the top 15% household income the U.S.

The campaign, which was created by New York-based advertising agency Mcgarrybowen, will debut tomorrow morning with TV ads on the major network morning shows. The creative is all tied to this commercial, which is called “Dress” and features a couple discussing their preferred way to used earned points, set to Frank Sinatra's “The Way You Look Tonight.” Print ads will run in magazines that target the affluent market, including Condé Nast Traveler, Vanity Fair, Golf, Bon Appétit and BusinessWeek. Chase Sapphire also has a dedicated microsite at

The loyalty benefits include earning points for travel, free access to Zagat and Open Table, rewards at retailers in the Ultimate Rewards Bonus Mall program, as well as a cash back option.

The card benefits include no annual spending caps, points that never expire and no travel restrictions or blackout dates on travel reward redemptions. In addition, Sapphire members will have access to their own customer service hotline.


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