Over the past week, Chase has begun to roll out its new “Exclusives” campaign. Aimed at both existing and potential clients, the Chase Exclusive promotion promises relationship benefits to checking account holders - though it does not use that term - including fee free credit cards and reduced rates on mortgages and home equity lines. Though the firm has created a Flash-based sitelet for the campaign, the thrust of the marketing seems to be gauged towards branches at this stage. This feeling is accentuated by the fact that almost all of the links on the Chase sitelet lead not to additional information about the benefit, but rather to the firm’s branch locator tool.

While the firm is taking a new, unified approach to promoting the various relationship benefits associated with checking accounts, all of the benefits being promoted in the Exclusives thus far are pre-existing; though repackaged, Chase has offered these deals for a while. As the firm continues its roll-out of the Exclusive brand and associated offers, it will be interesting to see whether the benefits offered to clients are actually revamped and (presumably) upgraded, or if the main point of the new branding is instead to draw attention to Chase products in a new way.

Branch advertising for the new campaign