CAMPAIGN DIRECT: BRIEFS

Bass has launched the drinks industry’s first loyalty card after a trial in 25 pubs in Wolverhampton. The scheme - which will be extended to 500 pubs nationwide by December - is based on a Checkpoints card that gives customers a point for every pounds 1 spent. Customers who collect 25 points can claim pounds 1 back on food and drink. The cards use a heat-sensitive thermochromic film to display the points total and redeemable value. They also carry a pint glass icon that ’fills up’ as money is spent. The cards are manufactured in Japan by Ricoh and data collected will be used to build a Bass customer database.

Bass has launched the drinks industry’s first loyalty card after a

trial in 25 pubs in Wolverhampton. The scheme - which will be extended

to 500 pubs nationwide by December - is based on a Checkpoints card that

gives customers a point for every pounds 1 spent. Customers who collect

25 points can claim pounds 1 back on food and drink. The cards use a

heat-sensitive thermochromic film to display the points total and

redeemable value. They also carry a pint glass icon that ’fills up’ as

money is spent. The cards are manufactured in Japan by Ricoh and data

collected will be used to build a Bass customer database.



The DM agency, Tullo Marshall Warren, has appointed Ian Robinson

planning director. Robinson, who started his career at Saatchi &

Saatchi, joins from Carlson Marketing Group where he worked on the KLM,

Citroen and Commercial Union accounts. Before that he was planning

director at Evans Hunt Scott for four years.



McCann-Erickson Manchester is targeting households with children with a

test mailer from Lego designed to extend awareness of its involvement in

education, clothing and new media as well as its core toys business.



The mailer, which is being sent to a quarter of a million households in

South-east England, carries response devices, including money-off

coupons to visit Legoland Windsor.



Edited by Caroline Marshall Tel: 0171-413 4036.



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