In spring 2024, Wells Fargo introduced the Autograph Journey℠ Visa® Card, a travel rewards card designed for frequent travelers seeking transparent, high-value benefits. As the Wells Fargo consumer card agency of record, OHC developed and led the comprehensive PR launch aimed at driving national awareness, positioning Autograph Journey as a category leader and building emotional resonance with both media and consumers. We executed a three-phase approach combining strategic media engagement, experiential storytelling and sustained momentum.
Ahead of launch, we coordinated embargoed briefings with nearly two dozen top-tier journalists across travel, finance, loyalty rewards and credit card verticals, setting the stage for informed and enthusiastic launch-day coverage. This was followed by a national media push, ensuring broad visibility during the launch period.
To sustain interest and deepen key media relationships, we helped design a one-of-a-kind press trip that brought the card’s value proposition to life. More than a dozen influential journalists were invited to Philadelphia – where our country’s journey to independence began – for an immersive “cardholder experience” journey, featuring curated travel, dining and entertainment moments – including surprise appearances by Grammy and Tony Award-winner Leslie Odom Jr. and NBA legend Allen Iverson – that reinforced the spirit of the Autograph Journey brand.
The PR launch activities led to unprecedented media coverage for a Wells Fargo card launch. Coverage in outlets such as Forbes, Bloomberg, USA Today, Fortune, Newsweek, CNBC, The Points Guy and CNN cemented Autograph Journey’s arrival as a major force in travel rewards and demonstrated the power of strategic, experience-led PR.
Autograph Journey Launch By-The-Numbers
- Earned Media Mentions: 581
- Earned Media Impressions: 3.86 billion
- Positive Media Sentiment: 100%