Case Studies

Leading Card + New Partner = Unique Benefits

Challenge: To communicate the new benefits of, and drive demand for, a corporate credit card created through the addition of a new partner to an existing and highly successful credit card program.
Strategy: Ethical Strategies worked with the credit card provider and its partner to develop a targeted media campaign focussing on trade relevant media outlets. Targeted outlets were provided with unlimited access to high-level representatives from the credit card provider and its partner. Media materials announced the partnership and highlighted its benefits for Australia’s mid-sized businesses.
Results: The card and its new benefits achieved perfect positioning in the target market with strong online, broadcast and print coverage. Key messaging surrounding the additional benefits created through the new partnership cut through in all coverage.