Diners Club International Announces Global Partnership with Twentieth Century Fox for the Release of 'Life of Pi'
First Global Partnership a Natural Fit with 'Belong' Advertising Campaign
Riverwoods, IL, Nov. 21, 2012 - Diners Club International®, a subsidiary of Discover Financial Services, today announced its partnership with Twentieth Century Fox for the critically acclaimed film directed by Ang Lee, "Life of Pi," which debuts in the U.S. today and from late November to January across the rest of the world.
Based on the bestselling book by Yann Martel, "Life of Pi" tells the story of a young man's incredible survival at sea against almost impossible odds. The film is an emotionally captivating experience that will inspire, touch and transport audiences to a place of discovery that they will never forget.
"The inspiring message in this film naturally links to the Diners Club brand and resonates with our 'Belong' campaign, which recognizes and celebrates the life journey of our cardmembers," said Eduardo Tobon, president of Diners Club International. "I believe the future of Diners Club holds many possibilities, one of which being partnerships that bring our brand to life."
As Diners Club International's first global entertainment partnership, the promotion includes print advertisements, web banners and television spots that combine creative elements from "Life of Pi" and the "Belong" campaigns. Twenty-three Diners Club franchisees across the globe are also using and customizing these creative elements in their own region-specific marketing plans.
"We are incredibly excited to help promote a film that celebrates a very unique, transformative journey," said Janice Alfini, senior vice president of global brand and marketing at Diners Club International. "We value this unique opportunity with Twentieth Century Fox and will continue to look for other innovative ways to provide Diners Club franchises and cardmembers world-class benefits."
To coincide with the partnership and commemorate cardmembers' well-traveled, yet unending journeys, Diners Club also launched a worldwide photography contest. Aspiring photographers are able to submit a photo of a significant journey in their own lives until Jan. 3, 2013. Submissions will be judged by Claudio Miranda, cinematographer for "Life of Pi" and Andy Anderson, "Belong" campaign photographer. One winner's photograph, to be announced Feb. 6, will be featured in a Diners Club International advertisement and will receive a $5,000 grand prize along with international exposure.
Diners Club International is owned by Discover Financial Services (NYSE: DFS), a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Established in 1950, Diners Club International became the first multi-purpose charge card in the world, launching a financial revolution in how consumers and companies pay for products and services. Today, Diners Club is a globally recognized brand serving the payment needs of select and affluent consumers, offering access to more than 450 airport lounges worldwide, and providing corporations and small business owners with a complete array of expense management solutions. With acceptance in more than 185 countries and territories, millions of merchant locations and access to over 850,000 cash access locations and ATMs, Diners Club is uniquely qualified to serve its cardmembers all over the world. For more information, visit www.dinersclub.com.
Discover Financial Services (NYSE: DFS) is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States. The company operates the Discover card, America's cash rewards pioneer, and offers home loans, private student loans, personal loans, online savings accounts, certificates of deposit and money market accounts through its direct banking business. Its payment businesses consist of Discover Network, with millions of merchant and cash access locations; PULSE, one of the nation's leading ATM/debit networks; and Diners Club International, a global payments network with acceptance in more than 185 countries and territories. For more information, visit www.discoverfinancial.com.