The high-street bank has appointed roster agency Partners Andrew Aldridge to develop the activity, which will target existing customers via direct mail, statements and point-of-sale material at branches.
The work, which will use the tagline "Makes the world more rewarding", will flag up the rewards element of the card and promote its reward partners.
Lloyds has signed up a number of retailers, including PC World, Debenhams and Marks & Spencer, at which consumers can redeem their points.
Users will receive one reward point for every £1 they spend on the card, which charges 0% on balance transfers for the first six months and a standard rate of 16.9%.
No advertising is yet planned, as it is understood that the bank is keen to sign up a critical mass of existing customers before embarking on a wider promotion for the card.
Lloyds is currently reviewing its £50m direct marketing business with a view to consolidating the account into a single agency in an appointment that will create one of the biggest direct budgets in the UK.
The bank has asked its roster agencies -- WWAV Rapp Collins, Partners Andrew Aldridge, FCBi and Tullo Marshall Warren -- to compete for the business in a review being managed by the AAR.
The bank's advertising agency, Rainey Kelly Campbell Roalfe/Y&R, is unaffected by the pitch.
Lloyds is also midway through a review of its online marketing business, and has held discussions with a number of digital agencies.
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