Students who purchase the £1 loyalty cards – Vcards – from any of Varsity’s 26 bars will have access to online discounts with brands such as Waterstones, shoe retailer Office and mobile operator 3.
Varsity’s loyalty card also entitles students to drinks discounts such as £2.49 for a pint of Fosters, which is £1.99 with a VCard with special offers varying from bar to bar.
For the first time, regular themed party nights have also been added to the campaign including Super Heroes, Pyjama Party and Blues Brothers, all backed by colourful point of sale material at the bars.
Varsity’s head of marketing Myles Doran said the campaign, which is now in its eight year, is all about having fun and keeping the offer fresh throughout the year.
“Almost all retailers have been going down the heavy discounting route recently, but we have taken an alternative approach and looked at other ways to drive business. With more than 750,000 cards sold last year, Varsity is getting bigger and better,” she said.
Barracuda is also launching an iCard campaign this September to run alongside the VCard, which also offers drinks promotions across more than 20 Barracuda Bars and is linking up with online retail partners such as Blockbuster.
By Emma White
E-mail your comments to Emma White here.
If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.TheCaterer.com/tabletalk
Looking for a new job? Find your next pub job here with TheCaterer.com jobs
Published by: The Caterer