$1 mil millennium

Fitzgerald, Kate
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p46
Trade Publication
This article reports on the effort of Discover Financial Services Inc. to reposition its credit card brand with a heavy emphasis on events and promotions to differentiate itself from competitors in the U.S. in November 1999. The first salvo in Discover Card's attack plan is its biggest-ever holiday season promotion, an integrated millennium-theme push combining traditional and online advertising and promotions with on-site marketing at malls. The goal of the promotion is to sign up new cardholders, drive usage and lure people to Discover's revamped online banking and shopping site.


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