JPMorgan Chase & Co.’s Chase Card Services unit is revamping the advertising campaign for the Sapphire rewards credit card, which targets affluent consumers, a year after its launch (see story). 

The first in a series of new ad spots began late last month and focuses on cardholders’ ability to use Chase Sapphire reward points to book travel for any flight or a room at any hotel at any time, including holidays, says Sean O’Reilly, Chase Sapphire general manager.

The “Holiday Flying” ad, created by New York-based ad agency mcgarry bowen, features a couple sharing their humorous story about befriending Chevy Chase on a flight booked with their Chase Sapphire points. They go golfing, to a luau and even hang holiday decorations together, explains O’Reilly. The ad features the song “I’m a Believer” written by Neil Diamond and performed by the Monkees.

The TV ad will air on major network and cable stations, including NBC, ABC, CBS, The Travel Channel, CNN, National Geographic Channel and AMC. The commercial will run for several months, including on such high-profile prime-time network specials as Grey’s Anatomy and Modern Family on ABC in September. Chase Sapphire also has a dedicated website at www.chase.com/sapphire.

Upcoming ad spots for the Sapphire campaign will feature a similar format of telling a story based on how cardholders were able to use their reward points, says O’Reilly. The next ad will appear in mid-August, Chase says.

In the current climate for card products, issuers should keep their existing customers happy, and Chase’s ads aim to do so for specific niche market, one market observer contends.

“It’s about retention of core customers, those that are the most profitable,” says Megan Bramlette, director at Auriemma Consulting Group. “Chase has come out with a strong brand campaign to support the Sapphire product, and it’s clear what they stand for” in terms of servicing the affluent consumer segment.

Chase’s effort to revitalize its campaign a year after its launch further illustrates that issuers are focusing on retention by highlighting existing products, she notes.

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