Goldbrand has signed up BT and TV Licensing as partners from whom customers can redeem loyalty points earned on the Goldfish credit card.
The Goldfish card was launched by Goldbrand – a joint-venture between British Gas and the HFC Bank – in September 1996. Customers earn 1 in loyalty points for every 100 they spend on the card, up to a 75 limit a year. The points can be redeemed against gas bills or for vouchers at supermarket chain Asda.
Under the new partnerships, customers will be able to use loyalty points to pay for TV licences and to help pay their phone bills.
They are the first extension of redemption outlets for the card since its launch.
By May this year, Goldbrand claimed it had signed up over 350,000 cardholders – more than one in five of every new card issued in the period.
Goldfish will also launch a major new ad campaign later this month through TBWA Simons Palmer as part of its 8m annual media spend.
It is understood that the new campaign will again feature comedian Billy Connolly. It will be supported by a high volume mailing campaign through direct marketing agency DP&A.