Boldly going where no bank has gone before, MBNA Corp. has teamed with Paramount Pictures to offer a Star Trek MasterCard.
The card, aimed at devotees of the 1960s television series, is hitting the market in conjunction with Paramount's latest Star Trek film, "Generations," which opened last week in theaters nationwide.
Executives at Delaware-based MBNA hope to beam up business with perks tied to the card, including membership in the Star Trek fan club and discounts on merchandise purchased through the club. The banking company has begun promoting the card through television and print advertisements.
Card industry observers think MBNA has a cult hit on its hands. "They've picked a small but fanatical market," said Corey Stone, vice president of Stamford, Conn.-based Easton Consultants Inc.
Mr. Stone compared MBNA's offering to the Rolling Stones cobranded card issued by Chevy Chase Bank of Maryland. The Star Trek card has a "similar, very targeted appeal," he said.
MBNA is the nation's thirdlargest bank credit card lender, with $12.7 billion in outstanding card loans as of March 31.
It has carved out a specialty in creating cards for niche markets, such as sports fans and environmental groups.
Amid growing competition for consumers, card issuers increasingly are developing cobranded and affinity cards.
These cards are pitched as providing "added value" to customers in the form of discounts and rebates.
Todd Veale, an MBNA spokesman, said the banking company is working closely with Viacom Consumer Products, the licensing arm of Paramount Pictures, in offering the card.
MBNA clearly expects to capitalize on the marketing prowess of the Star Trek name.
Products tied to the series have generated more than $1 billion in retail sales since its inception, said Nicole Silverstein, spokeswoman for Bender, Goldman and Helper, a Los Angelesbased public relations firm that represents Viacom.
The "Generations" film alone grossed $23.2 million in its first weekend, she noted.
"It shows the fan base, how many people are crazy for the show," Ms. Silverstein said.
The Star Trek MasterCard has a $20 annual fee, which will be waived the first year, and a 16.9% fixed annual percentage rate.
The Starship Enterprise, in hologram form, hovers on the face of the credit card, giving it collectible value.
Upon approval, applicants receive a six-month membership in the Star Trek fan club, which includes three free issues of Communicator magazine.
They also get a 10% discount on merchandise purchased through the magazine, which has a circulation of 150,000.
For initial use of the card, members receive a free Star Trek collectors card from Skybox Trading Company.
Cardholders will be eligible for discounts on future Skybox trading card purchases.
Members are entitled to discounts on Star Trek conventions, through Creation Entertainment; a 10% discount on convention merchandise; and $5 off the admission price of four national Paramont Theme Parks: Kings Dominion in Doswell, Va.; Great America in Santa Clara, Calif.; Kings Island in Cincinnati, Ohio; and Carowinds in Charlotte, N.C.
Additional features of the card include a 25-day grace period and a six-month 9,9% introductory rate for balance transfers and cash advances.
Use of the credit card will benefit the Oregon Museum of Science and Industry, part of Star Trek creator's The Gene Roddenberry Foundation.
MBNA is advertising the card during "Star Trek: The Next Generation" and "Deep Space Nine" television shows, as well in newspapers throughout the country.
Mr. Stone, the consultant, said the marketing advantage for MBNA is that Star Trek fans are a loyal group.
But the downside, he said, is that these types of programs will always be small.
"To build a big business, you have to do lots of those deals," said Mr. Stone.
"It's not a bad business to be in if you can do it better than anyone else -- I think MBNA is clearly the most experienced at it."
