Diners Club launches global branding effort


To symbolize the company’s new ownership by Discover Financial Services and to reinvigorate the brand, Diners Club International announced the launch of a new global branding campaign that includes a refreshed logo, redesigned card art and Web site, and new print, out-of-home and broadcast ads. This is the company’s first major rebranding effort in more than six years.

The new ads have launched in a number of markets in Q4 2009, including Austria, Brazil, Denmark, Finland, Japan, Norway, South Africa and Sweden and will continue to roll out in other international markets throughout 2010. The campaign includes:

•Broadcast – Nine spots: Global Version (:60/:30/:15), European Version (:30/:15), Asian Version (:30/:15), and Latin American Version (:30/:15)
•Print – Three executions
•Out-of-home – Three executions

“The launch of our new global campaign marks a major milestone in our partnership with our valued franchisees to substantially strengthen our brand globally,” said Janice Alfini, SVP/Global Brand and Marketing at Diners Club International. “We are co-investing with our franchise partners to help them bolster the brand locally, and at the same time, we are extending and enhancing a more universal brand footprint.”

The new campaign symbolizes a continuation of delivering on the Diners Club® brand promise – which is to empower cardmembers to enrich their personal and business experiences through access to superior services and exclusive privileges – while evolving with the ever-changing needs of cardmembers. The ads reflect a move beyond Diners Club’s traditional focus of travel and entertainment to everyday card use.

Creative elements, developed in collaboration with Draftfcb Chicago, were designed to be flexible so that local franchisees can adapt and bring cultural relevance – all while delivering a consistent brand message across the globe.