Established in 1950, Diners Club was the first multi-purpose charge card in the world, starting a financial revolution. Exclusively issued in Qatar by Commercial Bank, we were asked to adapt the new international brand standards for local relevance and a relaunch in the Qatar market.

A globally recognised brand, Diners Club serves the payment needs of select and affluent consumers, with a particularly strong emphasis on international travel benefits and advantages. Following a refresh of global brand standards and establishment of a strong new campaign “You belong”, we were tasked with translating this to the Qatar market and making the product desirable to a whole new generation of customers.

Working with the Commercial Bank cards team, we advised on strategy; localisation; card design and customer segmentation. We designed stationery; packaging; brochures; advertising and website; created radio scripts, wrote invitation and event letters, and more. Working with the Diners Club International brand standards, we created Qatar specific material both for ‘Home’ (Local people and culture within Qatar) and ‘Out of Home’ (Qataris abroad) campaigns. To address the target segments directly, international advertising templates were adjusted to create perfectly matching English and Arabic language versions, with a whole new set of ‘Belong’ statements written specifically for Diners Club Qatar. A Qatar-specific brand guideline manual was also developed, including all templates and resources for the bank.

As a particularly important part of the overall communication strategy, we also developed e-newsletter and e-promotions templates, both of which were recognised by Diners Club International as ‘best in kind’.