IMGCAP(1)]
Discover Financial Services has launched a comprehensive July advertising campaign for its 5% cash-back rewards program. Led by a television spot that features cash back at the gas pump, the program also includes radio spots, broadband games, banner ads and ads on Discover cardholders' online accounts. "The gas category was chosen for the TV spots based on data that show where Discover cardholders are already spending," Larisa Drake, Discover vice president of brand communications, tells CardLine. "Gas was the most broadly appealing category," she says, noting other ad-campaign components feature multiple categories, including bookstores, zoos, hotels and theme parks in addition to gas stations. The 15-second TV spot, which runs through July 26, will appear on such programs as "Good Morning America," "Law & Order" and "Ugly Betty," and on such cable channels as Discovery Channel, The Food Network and TLC. A 30-second radio spot will run through July 12 on such programs as Ryan Seacrest, Radio Disney and NASCAR Nationwide. Banner ads will appear on such sites as Priceline.com, The Weather Channel and Mapquest. Discover used Richmond, Va.-based Martin Agency, its agency of record since April 2006, for the TV and radio spots. New York-based Magnani Caruso Dutton helped develop the ad campaign's online components.
