The online campaign will promote the Partnership Card, which can be used in more than 22 million outlets globally and earn loyalty points at a higher rate for purchases made within John Lewis Partnership stores and associated web sites.
The card will be promoted at the John Lewis and Waitrose web sites, and www.partnershipcard.co.uk, designed by direct marketing agency Clark McKay & Walpole.
Advertising will be bolstered by promotions on sites such as Find, The Market Place, Money Extra, Money Net, Money Supermarket and The Motley Fool. The campaign includes email follow-ups to a direct mail campaign sent to John Lewis and Waitrose card customers in April and runs alongside outdoor, press and in-store advertising.
Caspar Woolley, Partnership Card director at the John Lewis Partnership, said: "Clark McKay & Walpole's demonstration of how (our) core values could be translated into live marketing material (is) a great example of a close partnership generating top quality work."
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