Diners Club International® Launches New Global Branding Campaign

Franchise-driven campaign focuses on how Diners Club Cardmembers “Belong”

RIVERWOODS, Ill.--(BUSINESS WIRE)--To symbolize the company’s new ownership by Discover Financial Services and to reinvigorate the brand, Diners Club International today 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 advertisements. This is the company’s first major rebranding effort in more than six years.

“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 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, Senior Vice President of 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.

The message the ads convey to cardmembers and prospects is that Diners Club recognizes, honors and celebrates the values of their journey, including the experience and sacrifices required of people to reach success. To that end, the broadcast spots, called “Map of the World,” portray cardmembers as citizens of the world who are always expanding their horizons through experiences large and small. The print spots depict everyday moments in life for cardmembers with photography that aims to capture the richness of the card experience. The out-of-home creative elements reflect the idea of a global community and represent the club as a whole, in which cardmembers “Belong.”

The 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.

“Our franchisees have worked closely with us on every aspect of our new advertising campaign, from the brand positioning to the media strategy to the marketing materials,” said Alfini. “We believe this collaborative approach is the key to revitalizing the Diners Club brand and attracting and retaining more cardmembers.”

About Diners Club International:

Diners Club International is owned by Discover Financial Services (NYSE: DFS), a leading credit card issuer and electronic payment services company. Established in 1950, Diners Club International became the first multi-purpose charge card in the world, launching a financial revolution in how consumers and companies pay for products and services. Today, Diners Club is a globally recognized brand serving the payment needs of select and affluent consumers as well as providing corporations and small business owners with a complete array of expense management solutions. With acceptance in more than 185 countries and territories, millions of merchant locations and access to over 650,000 cash access locations and ATMs, Diners Club is uniquely qualified to serve its cardmembers all over the world. For more information, visit www.dinersclub.com.

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