CREDIT CARD RECRUITMENT CAMPAIGN

Strategy

Management

Promotion

Media Relations

Challenge

Halifax Card Services asked me to create an integrated campaign to increase credit card recruitment. The original campaign theme was established as the 'Easy Access' Prize Draw, reflecting the many ways the public could apply for a Halifax card.

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Solution

Initially, we offered exclusive VIP access to top UK events, but as the project developed, the first prize evolved into a single, high-value offer, in keeping with the Halifax's 'Giving you extra' theme, becoming an 'Extraordinary journey around the world!'' 

  • Working closely with the Card Services team:

  • I created a campaign strategy and marketing collateral.

  • Managed the PR activity surrounding the prize winners.

  • Processed all budgets and payments.

  • Planned, sourced and distributed all the prizes, which included a 1st class trip around the world in 17 days for two (with unique activities and events along the way!). 

  • Managed the second prize of a 5*/VIP London music experience and five runner-up prizes of home cinema systems.

 

Results

Card recruitment increased significantly to the extent that during the qualifying period other card brands in the banking group joined our draw. Through linked PR activities with the local Press and radio, I gained extra exposure for the project and all the brands involved.

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