The £500,000 campaign comprises radio and press ads, as well as direct mail, email and an in-store POS revamp.
Direct activity is targeted at existing customers and includes a direct mail campaign to 85,000 of MVC's highest value customers.
Containing the new 'More' card, it explained the changes, and incentivised use through an offer of triple points on the first purchase.
A further 450,000 customers will receive a personalised, product led 24-page mailer this month.
"This is going out to our next tranche of valuable customers, those who spend more than £80 a year with us," said Sarah Batkin, CRM manager at MVC. "We're focusing on retention as well as reactivation of lapsed customers."
In addition, an email is going out to 220,000 opted-in customers.
Aimed primarily at loyal high spenders, the new 'More' card offers one point for every £1 spent, plus a £2.50 credit for every 100 points gained.
There are additional rewards for high spending customers, plus exclusive events and promotional offers.
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