American Express unveils major push for Nectar card

American Express is committing several million pounds to an online campaign to promote the co-branded Nectar credit card.

American Express is committing several million pounds to an online campaign to promote the co-branded Nectar credit card.

The card giant took over the running of the Nectar credit card scheme from rival Barclaycard late last year, and it is the first major online push by the company since then.

The campaign is aimed at women and concentrates on card acquisition. OgilvyOne has developed the creative work for the campaign, while TBG handled the digital media planning and buying.

TBG managing director Simon Mansell confirmed the campaign will launch this month and is due to last until the end of the year. It will involve banner, button and skyscraper advertising on major portals such as MSN, AOL and Yahoo!, as well as women’s sites and online ad networks. The ad campaign will be backed by an e-mail marketing push. American Express was not available for comment as Marketing Week went to press, but it is thought the campaign could cost several million pounds.

The deal with American Express was struck in June last year, with the card making its first appearance in September. As well as earning points when using the credit card for purchases, users gain extra points if they use it in conjunction with the standard Nectar loyalty card.

Nectar claims to be the UK’s largest loyalty programme, with almost half of all UK households having a card. Cardholders can gain points at 17 high street retailers, including Sainsbury’s, Debenhams and Dollond & Aitchison, and 60 online retailers. Nectar loyalty scheme is run by Loyalty Management UK.

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