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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