Discover Financial Services has launched a global marketing campaign aimed at boosting acceptance and use of its Diners Club cards.

Janice Alfini, Diners Club's senior vice president of global brand and marketing, said franchisees around the world have requested more utility from the card brand.

The campaign, which kicked off Monday, features a new logo, card design, Web site and television advertising, and promotes the card for everyday card use. Alfini said Diners Club wants to expand beyond its traditional focus on travel and entertainment, in part to attract new cardholders, increase utility for existing customers and widen acceptance.

The campaign's markets include Austria, Brazil, Japan and South Africa, and it is tailored to each region, Alfini said.

It is not running in North America because Discover did not acquire those operations when it bought most of the Diners Club business from Citigroup Inc. last year for $165 million. Citi agreed to sell the unit last month to Bank of Montreal, and Alfini said Discover plans to coordinate next year with the Canadian financial company to promote the Diners Club brand, after the sale is completed.

Discover has reached a series of agreements this year with regional payments networks around the world, significantly increasing acceptance of Diners Club and Discover cards.

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