Retail discount and reward provider Blue Light Card has unveiled a new ad campaign aimed at targeting retired frontline workers.

The scheme – which offers discounts at a range of high street stores, including Debenhams, JD Sports and New Look – is available to active and retired workers in a range of essential service roles.

The new campaign will run on ITV during the day and highlight that eligibility for the discount card doesn’t end at retirement. It is the firm’s first TV ad and will run across Meridian, Tyne Tees, West, Anglia and Westcountry until 9 March.

Titled ‘More than a Discount- a Thank You’, the marketing campaign was created in collaboration with media agency Unfinished.

The 30-second ad follows a group of retired and near-retired frontline workers finding out they are still eligible for a Blue Light Card.

Neil Caldicott, chief marketing officer at Blue Light Card, said: “This campaign reflects a deliberate shift in our strategy. While word of mouth has driven really strong awareness and advocacy for Blue Light Card, many retired frontline workers are less aware that they can continue to benefit from our fantastic discounts and experiences.

“This marks the beginning of a concerted effort to ensure everyone who has served on the frontline knows that Blue Light Card is available to them.”

Lee Reilly, director at Smart Avenue Media, added: “We really enjoyed working on this ambitious project and are incredibly proud of what we delivered.

“By working smart and collaboratively, we were able to achieve a high-quality result efficiently, and cost-effectively, proving that a limited budget doesn’t have to limit ambition.”

Production was handled by Smart Avenue Media with creative direction by Katy Hopkins.

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