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VCard, run by Varsity, the student bar chain, has been in existence for four years as an in-house discount card, offering the holder 25% off selected drinks and meals in any Varsity Bar for a cost of £2.

The card will continue to offer bar discounts in its latest incarnation, but cardholders will also be able to access discounts from affinity partners through the Varsity website. The expansion of the card offering has been handled by relationship marketing agency Pursuit Media.

In total, the agency has signed up 11 partner brands to the scheme, including CD Wow, Firebox, LoveFilm, ASOS.com, Buyagift.com, Booksofcourse.com and Kitbag.com. As well as giving product discounts, some brands, including STA Travel, are running cardholder competitions to encourage use, while Phones4U will be offering tailored packages that are not available in its stores.

"We chose to partner with Varsity Bars VCard as an effective channel to achieve cut through and specifically target students with exclusive and relevant offers," said Nathan Milnes, CRM communications manager at the mobile retailer. "VCard is part of a significant focus we are placing on students, who we consider to be of strategic importance for the brand."

VCard is promoting the initiative with a campaign, developed by Re-Creative Team, that will run online and on screens in student unions. The activity will be supported by email and guerrilla marketing on campuses at the start of the new academic year this autumn.

The Varsity chain, which has 35 bars, is run by pub company Barracuda Group.

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