Diners Club in Russia

When we started to prepare for the launch of Diners Club cards in the Russian market as an exclusive issuer, we were aware of our great responsibility – we were in the beginning of a long journey and there was a lot to be done to make this partnership a success story. We needed to completely re-launch the brand on the market and find a right positioning that fits the Russian market and resonates with Russian consumers.

Diners Club cards were present at the market but the brand was not developed for quite a while. To revive the brand and launch a new image we decided that it’s important to stress the rich historical heritage of the brand to the market. Secondly, we determined that “Belonging to the club” concept would fit ideally to the lifestyle of the Russian upper middle-class segment which we found to be the main target audience for Diners Club cards.


Therefore, we decided to create a concept that would help these clients feel themselves as belonging to a club – we opened a Diners Club lounge which would cater only to select clientele – Diners Club clubmembers only. With the most premium location you can imagine – in the heart of old Moscow – on the historical Arbat street known to every Moscovite and visited by every tourist, the lounge offers full financial services as well as a cozy atmosphere. The lounge decoration reflects the Belong concept style and allows the clubmember feel comfortable regardless of the reason of the visit: to receive customer service for the Diners card or for a business meeting which can be held in the lounge by Diners Club clubmembers or just visiting for a cup of coffee.

To support the feeling of the brand and to reinforce card benefits we also created a web-site dinersclubcard.ru with outstanding design which later received a prize as one of the best promo-sites of Russia in 2012.

Thanks to our hardworking, energetic, and young team at Russian Standard Bank. Also, thanks to the Diners Club International team; the launch was a beautiful story and we are sure we will add yet another success story to the long history of Diners Club in Russia!

Be sure to join us on our other Diners Club Social channels at Facebook, Twitter, LinkedIn, Instagram and YouTube for all the latest news, event and clubmembers updates. Also, don’t forget to download the Diners Club Travel Tools App, which gives you on-the-go access to airport lounge locations. Let your journey begin and ignite your wanderlust for life. Explore. Embark. Belong.


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