Belong Campaign
Diners Club have released a new global branding campaign focusing on how Diners Club Cardmembers “Belong”
Belong is about embracing the heritage of Diners Club – the meaning and mindset of a club. Although members of a club may come from different backgrounds, they typically share a common trait; for Diners Club Cardmembers, this shared trait is a state of mind – an interest in the journey of arriving.
“What we belong to shapes our identity and keeps us from being isolated. To belong is to be within: a part, not apart” (Jeffrey Darling, Director of the Belong Television Campaign)
The new campaign symbolises a continuation of delivering on the Diners Club brand promise, which is to empower cardmembers to enrich their personal and business experiences through access to superior services and exclusive privileges while evolving with the ever-changing needs of cardmembers.
The message conveyed to existing and prospective cardmembers and is that Diners Club recognises, honours and celebrates the values of their journey, including the experience and sacrifices required by people to reach success; the ads portray cardmembers as citizens of the world who are always expanding their horizons through experiences, large and small.
The campaign includes a refreshed logo, redesigned card art, a revived website and new print and TV advertising.
View the new Belong TV campaign