Diners Club International Grows Brand Beyond Business in New Ad Campaign

Diners Club International launched a global branding campaign this month to reinvigorate one of the world's oldest and best known credit card franchises. A refreshed logo and a series of highly polished television ads mark the first major changes to Diners Club International's branding in six years. The TV spots celebrate cardholders' success, positioning the credit card as a mark of both luxury and achievement. Campaign managers told reporters that the new campaign reflects its cardholders' everyday uses for Diners Club, beyond traditional travel and entertainment expenses.

Discover Card, the new owners of the Diners Club International brand, designed a modular campaign that local affiliates can adapt or customize for their markets. The decision comes on the heels of Diners Club's U.S. affiliate, Citibank, to sell its franchise to Canadian credit card issuer BMO Financial Group. With new owners in one of its largest territories and a revitalized brand strategy, Diners Club International has industry analysts buzzing about its reappearance in the wallets of corporate leaders and tastemakers around the world.