General Motors Corp., Detroit, is introducing two reward credit cards, a new standard GM Card and an all-new GM Platinum Card in a continuation with Household Bank, Chicago, and MasterCard International, Purchase, N.Y. An estimated $20 million media push breaks Friday night on national TV during March Madness college basketball playoffs and continues through May. The ads are only for the Platinum card, which will let members accrue more redemption dollars faster than the current card. The creative, also including national print and Internet banners, is the first from Mullen
, Wenham, Mass. The shop has done strategy work on the account since 1997. The tag is "What are you charging toward?" Mullen also worked on a direct mailing that goes to 16 million prospects next week and a Web site arriving Friday at gmcard.com. GM launched the original card in 1992 and last advertised it on national TV in 1994. Membership peaked in '97 with 12 million cardholders, slid to 7 million last year and is now at 6 million.
Copyright March 2000, Crain Communications Inc.