Chase launches ad campaign for fliers' Visa.

Chase Manhattan Corp. has begun a marketing campaign to attract frequent fliers to its four-month-old British Airways Visa program.

The fourth-quarter effort involves print advertisements in 16 business magazines, offering up to 25,000 bonus miles - enough for a free domestic ticket - to people who sign up.

"With the program we're launching this fall, we're extending our reach into the market much broader than existing British Airways and Chase customers," said Patricia Landy, Chase's vice president and business manager for co-branding. "At this point I think that this offer is very competitive."

Travelers who sign up by March 31 can earn 20,000 bonus miles for taking a round trip full-fare, transatlantic British Airways business-class flight.

In addition, Chase will recycle its initial incentives: 4,000 miles as a sign-up bonus, and 1,000 miles for the first $1,000 charged on the card. When 1993 charter members renew their accounts, they receive 2,500 miles more.

"It's a pretty healthy deal," said Krissa Thompson, research director for InsideFlyer, a Colorado Springs-based trade magazine.

When Chase and British Airways launched the cobranded product in June, they targeted existing customers.

Although the bank does not release the number of cardholders, Ms. Landy said the program has surpassed projections.

Holders of the cobraded Visa classic or gold card can accumulate frequent-flier points for domestic and international travel on British Airways and its affiliates U.S. Air, U.S. Air Express, and Alaska Airlines.

Cardholders can also redeem miles on American Airlines and Horizon Air. There are no blackout periods for British Airways transatlantic flights.

Gold and Classic Versions

The Chase-British Airways card comes in a gold version with a $65 annual fee and an interest rate on purchases of prime plus 9.4% and a classic Visa for $50 a year with a rate of prime plus $10.9%.

Under the plan, up to four people living in one household can consolidate mileage credits on a single account.

There is a five-year mileage redemption period and an annual cap of 80,000 miles.

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