The Co-operative Bank: The Launch of the Free for Life Gold Card
The Co-operative Bank: The Launch of the Free for Life Gold Card
The Co-operative Bank: The Launch of the Free for Life Gold Card
In 1991 campaign to launch the Gold Card (free for life). Paper describes the gold card market. Campaign used national press, succeeded in increasing applications for Gold Cards and expanding the market. Applicant analysis showed advertising generated 75% of applications. Advertising proved to be the most cost effective method, even more so than direct mail. Grew Gold card market by over 25%.