Kessler Financial is a large marketer of co-branded and affinity credit cards, partnering with MBNA. I have worked with them on projects for over 8 years.

In this instance, Kessler had an existing control package which offered a points reward system that the customer could redeem for travel or merchandise and retail credit. The program was for Union Privilege, the member benefit division of the AFL-CIO.

My task was to rebalance the copy to weight it more heavily to the travel benefit to test their theory that travel was more important to their target audience.