• by Tanya Gazdik , October 22, 2009

Chase Card Services is launching a multimillion-dollar marketing and advertising campaign targeting Philadelphia.

The campaign introduces Chase Sapphire, the financial services company's new rewards card targeting the affluent market. Philadelphia is the sixth-largest U.S. city and has a significant affluent population, which makes it a good fit for the demographic at which the card is aimed, says Sean O'Reilly, general manager, Chase Card Services.

Chase will reach area residents through a variety of channels, from their daily news source to their morning commute, according to the company. The effort includes "domination" of the 30th Street Station. Business travelers and commuters will see kiosks, posters, banners, and graphics, through the end of November.

The campaign also includes a partnership with Philadelphia, magazine including a monthly advertorial. The "Chase Sapphire Spotlight" will highlight events taking place in and around Philadelphia, including special benefits available exclusively to Chase Sapphire cardmembers.

Street teams will distribute a custom brochure of new and notable restaurants in Philadelphia, New York and Washington, D.C. To attract additional attention, a brand ambassador team will ride Segways and distribute information and dining guides.

Radio and newspaper print ads also are planned for the campaign, which will extend into 2010. The first Philadelphia Inquirer print ad is schedule to appear Oct. 25 and radio ads will begin in the second week of November on a variety of station formats, including news/talk, music and sports, predominately during the morning and evening drive time.

Chase Sapphire launched nationally in August through an integrated marketing campaign and partnership with the Travel Channel. The card is aimed at the top 15% of U.S. households by income.