WILMINGTON, DE – MBNA Corporation (NYSE: KRB) today announced that it will debut its first national commercial on one of the world’s biggest stages: Super Bowl XXXIX. The 30-second commercial will be broadcast during the first quarter of the game and will be part of a comprehensive MBNA brand awareness campaign.
MBNA is the largest independent credit card lender in the world. The company is known primarily for issuing affinity credit cards, endorsed by more than 5,000 organizations, including sports teams, alumni associations, professional societies and others. In the past, MBNA has taken a low-key approach to promoting its own brand. The new campaign will generate an improved awareness of the MBNA brand by emphasizing the wide range of affinity credit card products that MBNA offers.
“The Super Bowl provides the ideal venue for MBNA to make its advertising debut and connect with millions of consumers who interact with our products and services everyday,” said Mark Levitt, Senior Executive Vice President, Brand Development, MBNA. “The campaign will reinforce how MBNA connects people with the teams, brands and activities they identify with most.”
The Super Bowl commercial kicks off the national MBNA branding campaign, which will include print, television, radio, online, outdoor and direct marketing. The commercial and the overall brand campaign is being developed by The Helm Agency, New York.
“A commercial during the Super Bowl is an exciting way to communicate with millions of customers, and potential customers, and a terrific way for MBNA to communicate with our more than 5,000 endorsing partners and with the 28,000 MBNA people worldwide,” Levitt said. “This campaign will strengthen our relationships with all of these groups.”
About MBNA
MBNA Corporation, the largest independent credit card lender in the world and a recognized leader in affinity marketing, is an international financial services company providing lending, deposit, and credit insurance products and services. MBNA credit cards and related products and services are endorsed by more than 5,000 organizations and financial institutions worldwide. MBNA employs more than 28,000 people, each of whom is committed to satisfying the Customer.
MBNA is the official credit card for the NFL, NHL, NBA, Major League Baseball, PGA and the US Tennis Association. In addition MBNA is the credit card issuer for sports fans around the world including England Rugby, Manchester United, Athletico Madrid, the Toronto Blue Jays and 75 major league franchises in the US.
For more information, visit the company’s web site at www.mbna.com.
