Discover Financial Services, Inc. announced an agreement with Mills Corporation that makes Discover Card the preferred credit card at nine of Mills’ retail and entertainment destinations across the country.
As part of the agreement, Discover Card will conduct promotions, display signage, run advertising on Mills TV and establish a joint website presence with The Mills. In addition, Mills’ consumers will have the opportunity to receive a Discover exclusive coupon book by simply presenting their Discover card at the information booth. The book will offer exclusive values for Discover Cardmembers and include discounts with merchants such as Samsonite, Wilsons Leather, Burlington Coat Factory, Mikasa Factory Store, Nine West Outlet, Off Rodeo Drive Beverly Hills, OshKosh B’Gosh, Urban Planet, and Vans.
Participating Mills centers include:
Potomac Mills — Prince William, Va. (Washington, D.C.)
Franklin Mills — Philadelphia, Pa.
Sawgrass Mills — Sunrise, Fla. (Ft. Lauderdale/Miami)
Gurnee Mills — Gurnee, Ill. (Chicago)
Ontario Mills — Ontario, Calif. (Los Angeles)
Arizona Mills — Phoenix, Ariz.
The Block at Orange — Orange, Calif.
Concord Mills — Concord, N.C. (Charlotte)
Katy Mills — Katy, Texas (Houston)
Mills’ customers will also benefit from quarterly promotions that will run in conjunction with Discover Card’s national marketing campaigns. A recent opportunity was the Cashback Bonus Countdown Tour, which took place at various malls this fall. During the Cashback Bonus Countdown Tour events, a photo of each shopper was taken in front of a replica of Times Square featuring Discover Card’s electronic billboard. These photos will be broadcast on the Discover Card Times Square sign during the weeks leading up to New Year’s Eve. Discover Card’s Cashback Bonus Countdown Tour was held in conjunction with Discover Card’s Cashback Bonus(R) Countdown Sweepstakes, in which Discover Card will award $1 million to one lucky winner at the Times Square New Year’s Eve celebration.
“Discover Card is looking forward to working with Mills Corporation to help increase brand awareness and usage among Cardmembers,” said Cathy Davis, vice president, advertising and brand management, Discover Financial Services, Inc. “This partnership will result in a more rewarding shopping experience for our Cardmembers and consumer savings at some of the nation’s biggest retail and entertainment properties.”
Tony Wells, Vice President, Partnership Marketing and Sales for The Mills Corporation adds, “Our partnership with Discover Financial Services will provide consumers with unique merchant value offerings maximizing the positioning of both The Mills’ and Discover brands. With over 130 million visitors each year, The Mills provides a competitive edge for Discover to gain a greater share of wallet. Mills marketing opportunities are unmatched in the industry.”
Discover Financial Services, a business unit of Morgan Stanley Dean Witter & Co., operates the Discover Card brands with more than 47 million Cardmembers and the Discover/Novus(R) Network. The Network is the largest independent credit card network in the United States with more than 3.5 million merchant and cash access locations.
The Mills Corporation (NYSE: MLS) is a self-managed real estate investment trust (REIT) based in Arlington, Va., that owns, develops, leases, manages and markets a portfolio of ten market dominant retail and entertainment destinations (nine Mills and one Block), and 11 community shopping centers. Combined, Mills’ projects total approximately 16.8 million square feet in 13 states. Mills will celebrate the grand opening of its newest project, Opry Mills, in Nashville, TN on May 11, 2000. Currently, the company has six projects under construction and/or development in the United States and one in Toronto, Canada. The company’s Internet address is [http://www.millscorp.com].