CitizenCard, the UK’s largest ID and proof-of-age card scheme, today (Wednesday) launches its “most secure card to date”.
The card retains the PASS (Proof of Age Standards Scheme) hologram and a customised holographic overlay has been added across the front of the card. UV (ultraviolet) marks also appear on both sides of the card.
Existing cardholders will be contacted to advise them to upgrade to the new card at a heavily discounted cost of£6 (against the standard card cost of £15). Existing cards remain valid ID and a new ‘100% Proof’ marketing campaign will reassure pub and club operators that the new card is completely trustworthy.
A promotional pack and UV torches will be sent to pub and club operators and to every police officer responsible for liquor licensing in the UK.
Andrew Chevis, CitizenCard chief executive officer, said the new card should“remove all doubt” about whether a cardholder is over 18
“The verification checks we carry out before a card is issued are extremely rigorous– 14% of applicants do not receive a card. The clear message to those checking ID is that CitizenCard is 100% proof.”
New cardholders will benefit from access to CitizenCard’s new ‘Lealta’ discount programme. AA, Alton Towers, Apple, Asda, Bella Italia, Bhs, Boots, Burton, Comet, Currys, Debenhams, Dorothy Perkins, Halfords, HMV, Marks& Spencer, PC World, Pizza Hut, River Island, Thorpe Park, Top Shop, Virgin, Wallis, WH Smith are just some of more than 200 national brands to offer cardholders discounts of between 4% and 90%. A further 20,000 local cinema, fast food, bowling and retail outlets are offering discounts.
Chevis said:“We felt that a decent set of discounts would be good news for our cardholders in these tough times – and generating extra business for the discount providers. Many cardholders will save hundreds of pounds a year and it is likely that the cost of getting a card will be recouped the very firsttime that a cardholder uses Lealta.”
Source: CitizenCard
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