The no-fee credit card, issued via Barclays Bank Delaware, enables cardholders to accumulate points (one point per dollar spent) that can be redeemed for experiences that cater to a wide range of interests. El Segundo, Calif.-based DirecTV is leveraging its relationships to offer users rewards such as a visit to the Sundance Film Festival or The Tyra Banks show.
DirecTV, which has 16.3 million subscribers in the U.S., will promote the card through billing inserts, direct mail and e-mail, on its Web site and interactive channel guide, in its new subscriber welcome kit and in its monthly subscriber publication, Access. The headline on the DirecTV.com Web site states "Experience Rewards Money Can't Buy." Copy reads: "Introducing the credit card that turns ordinary purchases into extraordinary rewards: The DirecTV Rewards Visa Card."
The all-inclusive trip for two to the Sundance Film Festival can be had for 40,000 points, as can lunch at the Playboy Mansion and a tour of the grounds. A backstage tour of The Tyra Banks Show costs 6,000 points and trackside passes and a tour of the DirecTV Nascar HotPass Broadcast Booth at this year's final race in Miami costs 5,000 points.
Other rewards include merchandise and memorabilia ranging from Bravo's Project Runway Gift Pack to the Ultimate Gaming Pack from Spike TV. Hundreds of other reward options are available, including DirecTV programming and hardware, merchandise and memorabilia, starting at 2,000 points.
In addition, approved card members can earn 1,000 bonus points when they enroll in Auto Bill Pay with their DirecTV Rewards Visa for their monthly service charges. The card offers a low introductory APR on all balance transfers for six months.
"The ability to redeem rewards in the form of insider access to unique and exclusive events in the sports and entertainment world is what makes this new card so unique in the industry," says Brad Bentley, DirecTV's vice president/marketing and direct sales, in a release.
The card is aimed at helping DirecTV build stronger and deeper relationships with its subscribers, adds Lloyd M. Wirshba, CEO of Barclays U.S. credit card business. Wilmington, Del.-based Barclays U.S. credit card business has more than 50 partnerships with companies including U.S. Airways, Barnes & Noble, Best Western, BJ's Wholesale Club, Travelocity and Carnival Cruise Lines.