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JPMorgan Chase & Co.'s Chase Card Services has launched a multi-million dollar marketing and advertising campaign for its high-end Sapphire card in Philadelphia that will run into 2010, the company said Wednesday. The Sapphire card, launched in August (CardLine, 8/20), is a premium rewards card designed for the affluent market, which Chase says includes the top 15% of U.S. households by income. The campaign includes what it terms a "domination", or heavy promotion, of the 30th Street commuter station. Business travelers and commuters will see kiosks, posters, banners and graphics through the end of November. Chase street teams also will distribute a custom brochure of new and notable restaurants in Philadelphia, New York and Washington, D.C., in November. Chase landed a partnership with Philadelphia magazine to promote the card, including a monthly advertorial that promotes events in the city and special benefits to Sapphire cardholders. A Philadelphia Inquirer print ad will appear Oct. 25, and radio advertising on local stations will begin in November. Chase chose Philadelphia because it is the sixth largest city in the U.S. and has a significant affluent population.
