IMGCAP(1)]
Discover Financial Services, which earlier this month launched a new advertising campaign to promote its 5% cash-back rewards program at home improvement stores, plans to focus on a different category for each quarter, Larisa Drake, vice president of brand communications, tells CardLine. The current ads focus on home improvement stores in television ads (CardLine, 4/7) and also feature department stores and clothing in some online ads, Drake says. From July through September, the cash-back rewards ads will focus on gas, hotel and theme-parks, while from October to December they will focus on restaurants, groceries and movies. While Discover last year promoted its tools such as Spend Analyzer and the Motiva Card, which help cardholders manage their spending and debt, this year Drake says Discover also will focus on its cash-back rewards program. "In these economic times, we think cash rewards are more relevant than they ever have been before and we are using [national advertising] to communicate that," she says.
