Chase Kicks Off Push for Sapphire

NEW YORK JPMorgan Chase is kicking off a national ad campaign in support of its new credit card, Chase Sapphire, a service for upscale consumers that rewards users for spending.

In a bid to reach shoppers with deep pockets, Chase Card Services is investing an estimated $30 million in measured media to introduce Chase Sapphire, with the lion’s share of the spend devoted to prime-time television. Sapphire is being marketed to consumers in the upper 15 percent of all U.S. households, with incomes of $120,000 or more.

A 30-second spot chas begun airing on the Big Four broadcast nets (ABC, CBS, NBC and Fox), as well as a roster of demo-specific cable destinations, including: ESPN, Travel Channel, CNN, TBS and MSNBC. Print placement includes three high-end Conde Nast titles (Vanity Fair, Conde-Nast Traveler, Bon Appetit), as well as Time Inc.’s Golf and McGraw-Hill’s BusinessWeek. Dentsu’s Mcgarrybowen is the client’s lead creative agency for credit cards and retail banking.

Ads are also appearing in large-circulation dailies like The New York Times and The Wall Street Journal.

The commercial features a fetching Julia Roberts look-alike (actress Molly Culver) who models a new dress for her husband, as Frank Sinatra croons “The Way You Look Tonight” on the soundtrack. Enthralled by the sight of of his wife in her new duds, the husband suggests the two of them take some time off, using their Chase Sapphire points to finance an impromptu vacation.

The points don’t expire, and there are no travel restrictions,” he says, but his wife reluctantly shoots the idea down. “We can’t use the points for a vacation,” she smiles, gesturing at her new dress.

In addition to the 30-second ad, Chase is investing in some product placements, integrating itself into four of Travel Channel’s most popular programs: Anthony Bourdain: No Reservations, Samantha Brown’s Great Weekends, Andrew Zimmern’s Bizarre World and Dhani Tackles the Globe.

The four hosts will also appear in Chase Sapphire-sponsored interstitials, marking the first time the network has aligned its on-air talent with a major corporate sponsorship campaign. The interstitials will run in multiple dayparts on Travel.

The card also will be incorporated into Travel Channel’s new “Catch It” brand campaign. The Travel Channel buy also includes online, VOD and mobile components. The media buy was negotiated by Discovery Communications, which represents the Travel Channel, and Zenith Media, which has handled Chase’s media planning and buying since 2005.

Nielsen Business Media