Israeli three credit card companies spent an aggregate NIS 465 million on marketing in 2007, 10.7% more than the NIS 420 million spent in 2006 and 38% more than spent in 2005.
The three credit card companies are Bank Hapoalim (TASE: POLI; LSE:80OA) subsidiary Isracard Ltd. (MasterCard and American Express), Bank Leumi (TASE: LUMI) subsidiary Leumi Card Ltd. (Visa), and Israel Discount Bank (TASE: DSCT) and First International Bank of Israel (TASE: FTIN1;FTIN5) joint subsidiary Israel Credit Cards-Cal Ltd. (ICC-Cal) (Visa and Diners Club).
Isracard spent NIS 173 million on advertising in 2007. Leumi Card and ICC-Cal each spent NIS 146 million in 2007, compared with NIS 128 million by Leumi Card and NIS 126 million by ICC-Cal in 2006. Advertising spending by the You and Super-Sol credit cards was split equally among their owners.
In 2007, ICC-Cal switched its points system with discounts at participating retailers, with great advertising fanfare, starring comedian Shai Avivi.
Published by Globes [online], Israel business news - www.globes-online.com - on April 8, 2008
© Copyright of Globes Publisher Itonut (1983) Ltd. 2008