Financial services firm Chase launched a national advertising campaign touting changes to its “Ultimate Rewards” loyalty program on July 1. The integrated campaign, created by agency Mcgarrybowen, spans print, online, local and national broadcast TV and cinema and includes a sweepstakes element.

The goal of the campaign is to retain existing customers and attract prospects, said Rob Rosenblatt, general manager of Loyalty Chase Card Services.

“There was an opportunity to create something new and break through the clutter. And as [economic] times have shifted, rewards have become much more important in how people use rewards to help live their everyday lives,” he said,  naming cash back and gift card redemptions as examples of rewards that have gained importance.

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