Points.com Rolls Into Times Square

NEW YORK The Partners Group today unveils a broadcast campaign for Points.com, a rewards-program management portal.

The centerpiece of the effort is a video series called “Points Dexter and the Dog,” which will run through Nov. 30 on electronic billboards in New York’s Times Square.

Points Dexter is an animated airborne green blob, somewhat reminiscent of Wal-Mart’s smile-face icon. In its ads, Points.com promises to “help turn all your little points into big rewards.”

The new work was crafted by Partners and Edell in Toronto, which recently joined with two other independent shops—Partners & Jeary in New York and Napier and Partners in Atlanta and Rochester, N.Y.—to form Partners Group [Adweek Online, Oct. 20]. The agencies share resources but are not formally merged.

“We felt that these brief videos [each runs 15 seconds] were a perfect fit for the Times Square venue,” said Yoli Chisholm, client director of marketing. “New York, especially at this time of year, is where a large percentage of our customers are, because it is the hub of U.S. business travel.”

Agency president Dennis Edell said the Times Square billboards make sense because the Thanksgiving Day parade and Manhattan tourism in general will yield countless Points.com impressions.

At Points.com, consumers can swap, earn, buy, give, share and redeem miles and points from more than 25 leading reward programs. Participating programs include American Airlines AAdvantage, American Express Membership Rewards, AsiaMile, Cendant TripRewards and Delta SkyMiles, among others. Redemption partners include Amazon.com and Starbucks. Point.com’s parent company is Toronto-based Points International.

—Adweek staff report