Burpee Plants the Seeds for New Affinity Credit Card Home garden cataloger Burpee has teamed with MBNA to offer gardeners a new affinity credit card. The Platinum Plus MasterCard, described as "The Ultimate Tool for Gardeners," is featured in a 1-page bind-in offer in Burpee's latest book, and promoted on the back cover near the recipient's address. Located midway through the 2004 Spring Edition,
Burpee Plants the Seeds for New Affinity Credit Card
Home garden cataloger Burpee has teamed with MBNA to offer gardeners a new affinity credit card. The Platinum Plus MasterCard, described as "The 
Ultimate Tool for Gardeners," is featured in a 1-page bind-in offer in Burpee's latest book, and promoted on the back cover near the recipient's address. Located midway through the 2004 Spring Edition, the hardbound insert explains all of the benefits shoppers will receive when they use the Platinum Plus card including standard features such as around-the-clock fraud protection and secure Internet access to account information. Additional features, exclusive to Burpee credit card holders, include free shipping with any catalog order and a free branded T-shirt after the first qualifying transaction. Offered in three distinct gardener-themed designs (tomato, cornucopia, or pea pod), the credit card has no annual fee and an introductory 2.9% APR for balance transfers and cash advances through the first six months of statement closings. Whether or not they take advantage of the affinity card offer, customers who order $25 or more from the catalog will receive a free gift, a Bic Traction-grip Garden Marker. Orders can be placed through the mail, by phone or online.
Alan Alda Speaks on Behalf of the PKD Foundation
The PKD Foundation, dedicated to fighting polycystic kidney disease, the most common genetic, life threatening disease affecting more than 600,000 
Americans, recently enlisted a celebrity spokesman and added a new ask ladder to a recent mailing. An image of the veteran actor Alan Alda graces the new #10 package, along with his quote, "Polycystic kidney disease was closer to our family than I thought, and it may be close to yours." Alda shares his experience in a 2-page letter, explaining how several members of his wife's extended family currently live with the disease. He and his wife are committed to increasing awareness of the disease, and have established the Alan and Arlene Alda PKD Challenge Grant. The actor asks potential donors to open their hearts, and their wallets, and contribute to the Foundation's life-saving mission along the new, higher ask ladder of $10/$25/$50/$100/other. Donations are accepted through the mail, online, or via toll-free telephone number.
Bliss & Blooms Targets Gift-Givers with Old-Fashioned Flair
Bliss & Blooms "Winter 2003" catalog features all-occasion offerings for year-round gift giving, including floral arrangements, jewelry, brownies, fruit, baby 
clothes and even catered food and beverage boxes for business lunches. The catalog graphics and overall packaging have an intriguingly old-fashioned, Victorian bent compared to more modern upscale gift purveyors like Red Envelope. The catalog copy also sometimes takes a florid tone, including catchphrases like "Creative joys encircling passionate hearts" and "Once the gift is received the expression follows." The word "bliss" is liberally used throughout ("Spa Bliss," "Bliss Boxes," "Pampered Pet Bliss," etc.) Several gifts are priced under $40, but most are decidedly upscale. Ten stems of "White Light Lilies," for instance, cost $89; putting those lilies in the optional "Ashley" crystal vase will set the buyer back an additional $289. Other unique items include handmade "Sea Glass Jewelry" (ranging from $89 for earrings to $195 for a necklace) and "Brownie Blooms" (ranging from $8 for a small box to $79 for a tower of five heart-shaped boxes). Citrus fruit, which arrive in decorative keepsake boxes -- including one sizable enough to be called a "Large Keepsake Trunk" ($129) -- lend additional distinction and flair. Orders from Bliss & Blooms can be placed by mail, phone, fax or online.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by ParadyszMatera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance. Web address: http://www.MarketRelevance.com/newsletter.cfm
