US Airways



Variable Campaign
Direct Mail + Email Blasts + PURL Site

Challenge: Too often, companies sacrifice creativity and personalization when strategizing for large scale, broad-based marketing efforts. Barclaycard US forged a new frontier in credit card and financial services marketing when confronted with a formidable challenge – convert a newly purchased US Airways Visa Portfolio (from Bank of America) to a US Airways Barclays MasterCard program. The goal? Successfully market to 400,000+ newly converted cardholders and meet an aggressive 90% activation rate.

Solution: Disruption through a unique customer experience utilizing one-to-one marketing practices. Rather than following conversion norms and the much traveled path of previous credit card marketing efforts, Barclaycard US chose a path that would establish a new benchmark for the industry. Working with US Airways, a series of innovative and compelling communication pieces were created to inform customers of the benefits of their new card and communicate a roadmap of what to expect during the conversion event. By leveraging marketing tools not often used within the category, including a custom direct mail leading to personalized URL and web site, Barclaycard US experienced ground breaking success. The 12-month initiative consisted of 2 phases, 8 campaigns, 31+ unique communications to over 400,000 accounts and included over 12,400,000 customer tough points. More importantly, the conversion produced extraordinary results including a 93% card activation rate, over 100,000 microsite visits, and an overall 13%+ response rate. In total, the campaign converted over a half million customers and received two international awards for marketing communications and integrated campaign excellence, three Benny Awards for outstanding performance/design and was also recognized by US Airways for outstanding creative.

Campaign Components:

  • Variable Letter
  • Standard Email Blasts
  • Variable Email Blasts
  • Variable Viewbook Mailing
  • Variable Self-Mailers
  • PURL Micro Site

Other Brand Stories

Connect With Us

Contact us today to learn how
we can transform your brand
and marketing experience.
Corporate Contact
2214 Buckingham Road
Wilmington, DE 19810
New Business Opportunities