Wales first country to get a national affinity credit card

The Welsh are to get their own credit card in the first initiative of its kind from the Midland Bank and the Welsh Tourist Board (WTB).

The card, called the Midland Welsh card, will be launched next week. It is believed this is the first time such a card has been developed for a whole country.

The move is a departure from the usual affinity card, where customers with a shared interest – like classic car clubs – are offered a credit card on preferential terms.

The bank claims to be one of the largest in Wales, along with Barclays, and says it wants to enhance its image as a bank which has a tailored service for the Welsh. The card ties in with the WTB’s desire to challenge old-fashioned images of Wales.

“It offers people a service with a Welsh identity,” says a spokesman.

In September, the bank is opening a bilingual customer service centre for Welsh customers.

The card, available in Mastercard and Visa forms, is being launched as the WTB gears up for summer with a return to TV ads through Saatchi & Saatchi. The 2.5m push is the first in two years.