The exclusive arrangement gives the card issuer discounted rates on Red Letter Days experiences, including gourmet and spa days, Ferrari driving, white water rafting, as well as a selection of VIP experiences. These can then be used as incentives or prizes in promotional campaigns run by other companies that offer Visa cards to their customers.
Red Letter Days’ managing director Bill Alexander says he believes the deal will generate income for both companies and that the experience company is well suited to becoming a marketing tool. “We believe that using Red Letter Days for marketing purposes really captures the imagination of the consumer,” he adds.
“Our goal is to provide world class added value services to our member banks and their Visa cardholders. This new partnership will play an important role in helping us to achieve this,” says Colin Grannell, executive vice president for partnership marketing at Visa Europe.
Red Letter Days has also arranged similar partnerships for Visa Europe with affiliate experience companies in the German and Italian markets.
Last month the experience company appointed former GCap Media marketer Nick Button as its marketing chief (MW, April 24).