Capital One says credit card travel rewards have become synonymous with limitations, blackout dates and hidden fees. Its new #PointsPain campaign wants to change that.
The campaign, which launched Tuesday, is a promotion for the Aspire Travel World MasterCard. It asks Canadians to tweet their point redemption woes to a Twitter account called @EndPointsPain using the hashtag above. According to Capital One’s reps, the card gives Canadian travelers the freedom to book with any airline without the hassle of blackout dates, disappointing seat selection, advanced booking requirements or sneaky fine print. The Twitter-based campaign aims to open up a public forum for consumers to vent, allowing Capital One to swoop in and alleviate complaints by suggesting the Aspire card to people in distress. (The card was first introduced in 2010.)
“This will be a two-way conversation,” said Andrew Clarke, principal communications associate of corporate communications at Capital One. “Capital One is empowering Canadians to take charge of their rewards points, understand their options and say no to points pain once and for all.”
Clarke said that “from the onset, the Aspire card was designed to address customers’ needs offering more than other cards on the market. We pride ourselves in pioneering innovation in the Canadian credit card marketplace and have always made it a priority to listen to the needs of Canadians.”
For #PointsPain, Capital One Canada partnered with Taxi, as well as Citizen Optimum for PR. Mediavest handled the media purchasing.
