Collabria Credit Cards

With a shift in credit card providers across the Canadian credit union system, Atlantic credit unions partnered with the new service provider, Collabria, to offer a brand new, full lineup of credit cards to members and potential members across the region. This was an exciting transition, but posed unique challenges, as existing credit union cardholders would not automatically be transitioned from their old provider into one of the new card options. Credit unions faced the challenge of needing to become familiar with a complete suite of new credit card products, while working to win back their members' business by promoting the features and benefits of the new cards. To help credit unions Atlantic Credit Unions took a phased approach to launching the new product lineup, which included staff education ahead of the launch, member communications and marketing support through a soft launch, staff and member sign-up incentives and was followed by a regional credit card campaign in the Fall. The campaign included a combination of paid media, owned advertising, sign-up incentives and full staff support. Paid advertising throughout the campaign drove to a regional landing page, which connected back to local credit unions to help fulfil applications. The credit card product launch was widely successful and new card signups exceeded original targets, with a total of 8,548 new cards by year end.

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Credit Union
Atlantic Central on behalf of Atlantic Credit Unions
Division
B
Category
New Product Launch
CREDITS
NATIONAL Public Relations
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