Derbyshire County Council
Open opportunity
The Dairy was asked to re-launch the 'old person's bus pass' as Gold Card, a smart new travel and discount card. As well as communicating the change to the local 'silver' market and to council bus drivers, we needed to encourage retailers and service providers across the county to offer discounts to card holders.
Open mind
Rather than use 'twilight' imagery, we capitalised on positive metaphors. Recognising that OAPs are increasingly active and cash rich consumers, advertising, PR and road shows positioned the Gold Card as an opportunity for life to 'take off'. Businesses received mailings and follow up calls to ensure that they signed up to 'a golden opportunity' for loyalty from this key sector.
Open doors
The launch was a total success, with conversion/registration rates an amazing 84%. Currently 73% of registered card holders use their Gold Card on a regular basis for both travel and retail discounts. By the end of year one, over 1,300 retail outlets had signed up to offer Gold Card discounts, necessitating the publication of a discount ‘directory’. By the second edition this number had grown to 1,500 businesses. Gold!