The challenge.

First Bankcard, a division of First National Bank, wanted to launch a luxury travel credit card targeting affluent consumers that would compete with other travel credit cards on the market. But one big barrier existed: Even though First Bankcard is a top issuer of credit cards, their brand was not nearly as well-known as their competitors.

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The solution.

Ervin & Smith developed a product brand that would differentiate them in the space and positioned the luxury travel credit card as a product for only the elite traveler. We recommended an integrated digital marketing strategy that would allow First Bankcard to compete with other major credit card companies who were investing significantly more in mass media channels.

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