DINERS CLUB BEGINS NORTH AMERICAN AD CAMPAIGN
By Adnews Staff
Diners Club International has begun a new North American advertising campaign called "Travel in Good Company." The campaign was created by Wunderman. It consists of five executions created for the Canadian market to promote the benefits of the Diners Club card. The creative features professionals who work and travel in Canada, including Andrea Torrance, corporate director of rooms for Fairmont Hotels and Resorts, Melissa Klurman, travel editor for Fodor's, Richard Bergeron, wardrobe master for Les Grands Ballets Canadiens de Montreal, Canadian golf course designer Graham Cooke and Gary Hierlihy, a 12-year Maple Leaf Club member. One ad promotes the Diners Club Maple Leaf Club card, which is exclusive to Canada. The ad describes the benefits of holding a Maple Leaf Club card. One of these benefits is access to Air Canada Maple Leaf airport lounges and other airport lounges affiliated with the program. Another benefit is a free airline ticket for a companion once a year to anywhere Air Canada flies outside of Canada when a full fare ticket is purchased. The campaign broke in April with billboards in nine Canadian airports: Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City and Halifax. The campaign, which will run until the end of the year, also includes print advertising in enRoute, Air Canada's in-flight magazine. Similar advertising creative has been designed for the U.S.