SR Communications has been awarded the contract to re-design and update Queens Moat Houses privilege loyalty card, along with building and updating its shareholder privilege card database.

SR Communications account director John Sinclair said the deal was likely to run over the next 12 months and beyond, as the company updates and replaces any old loyalty cards with the new version.

"We wanted to increase the life of the card, and at the same time its perceived value. The fact that it now resembles a credit card has allowed us to achieve this," said Sinclair.

Incorporated with the card re-issue was Queens Moat Houses interim report, which included a questionnaire allowing SR to data capture responses from the mailing.

The card was previously a tear-off strip attached to a letterhead, with a shelf life of one year. But after SRs update and re-design, it is a 760 micron plastic card valid for two years. Around 40,000 were printed.

As part of the fulfilment services deal, SR will manage the cardholder database, issue cards to new shareholders, and also replace lost or damaged cards.

The company will also be able to capture data from questionnaires and mailers, enabling it to refresh and update the cardholder database with weekly and monthly changes.

The shareholder privilege card provides holders with a range of benefits, including discounts on room rates and leisure breaks.

Strory by Andy Scott