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ELLE magazine, Raiffeisenbank and MasterCard announce the release of the new co-brand bankcard

ELLE magazine, the international payment system MasterCard and the ZAO Raiffeisenbank have announced the release of the new co-brand bankcard ELLE-Raiffeisenbank MasterCard.

The ELLE-Raiffeisenbank MasterCard, with a unique textured design, not only possesses all the advantages of standard debit and credit cards, but is a real style accessory for women, and is also a convenient and pleasurable way to make purchases.

There are special offers for holders of the ELLE-Raiffeisenbank MasterCard  deals up to 30% off, and various privileges when making a purchase with the program partners. The cardholders have access to the concierge lady service, from which clients can receive roadside assistance, call a taxi, get HR and pet care assistance, and also receive information on products, services, and leisure activities.

According to Jean-Emmanuel de Witt, the Senior Vice-President of the publishing group HFS/IMG, The success of the publishing house HFS/IMG in recent years has been gained as a result of our continuous search for new ways to develop and explore opportunities to gain new experience. The mission of ELLE is to continuously improve brand awareness amongst our consumers. The ELLE bankcard is a continuation of this strategy. A strategy, which in the future will enable us to explore the huge growth potential of ELLE in Russia and the countries of the CIS. We are glad that our goals match those of world-beating players such as Raiffeisenbank and MasterCard. I am sure that together we make up a team of winners, and I want to thank them for that.

Global trends in co-branding show that more banks and partners are doing their utmost to meet the needs of their clients. Competent segmentation plays an important role in product development and positioning. Regarding women as a target group, it is no secret that product renewal and design are very important  women want to have a card in their purse that not only gives them access to a selection of additional services and a variety of bonuses, but is also a fashionable accessory that they will enjoy using on a daily basis. For this reason I am sure that the features and design of the ELLE-Raiffeisenbank MasterCard will attract fashionable women, particularly as this card is designed especially for them. We hope that this product will make the buying process pleasurable, noted Ilya Ryaby, country manager of MasterCard Europe in Russia.

We are pleased that, for the first time, we have collaborated to create a co-brand bankcard especially for women. The card is aimed at modern, educated, active, and stylish women. Many are devoted readers of ELLE magazine, and many are interested in the current trends in fashion, beauty, art and culture. We are very pleased that, together with ELLE magazine and the MasterCard payment system, we were able to produce a new product that is especially for them! We are sure that the unique textured design of the card will make it pleasurable to use when making payments, noted Andrey Stepanenko, Member of the Board of the ZAO Raiffeisenbank, Head of Retail Private Individuals Directorate.

ELLE magazine is a leader in the womens premium magazine market, and it has entered new territory with the launch of its site The site has more than 900,000 unique visitors a month and has become the benchmark for the premium fashion sector. ELLE is the first of its kind to use the mobile phone to enable followers to receive the latest fashion news. The launch of the ELLE co-brand bankcard signalizes continued innovation for readers and visitors and the entry into yet more new territory. Once again, Elle has proved its ability to bring fashion brands and consumers together.

The ELLE-Raiffeisenbank MasterCard can be obtained in Moscow and Saint Petersburg. It will be possible to apply for a credit or debit card from 10th March, 2010. The first 500 clients who apply for an ELLE-Raiffeisenbank MasterCard before 30th April, 2010 will receive 50% off the annual service commission for the first year, as well as gifts; a money clip, and a free three month subscription to the ELLE magazine in 2010.

Raiffeisenbank is offering its clients the opportunity to apply for a bankcard in the most convenient way: in any branch of the bank, by completing an on-line credit card application form at in the personal banking section, or by calling the information center at Raiffeisenbank. For further information about the features of the ELLE- Raiffeisenbank MasterCard, and also to view a catalogue with discounts, go to: and


ELLE magazine is sold in 42 countries and every month is purchased in more than 23 million readers across the whole world. ELLE first came to Russia in 1996, and was the first international fashion magazine on the Russian market. For many years ELLE has been one of the top womens glossy publications in Russia in terms of sales and readership.

Magazine circulation  330,000 copies

Readership  533,900 people

The publishing house Hachette Filipacchi Shkulev and InterMediaGroup is one of the leading publishing houses in Russia. Its portfolio contains well-known international brands such as ELLE, ELLE DELUXE, ELLE Girl, ELLE Dcor, MAXIM, MARIE CLAIRE, HAPPY PARENTS, PSYCHOLOGIES, DEPARTURES, and also the nationwide city TV-guide Antenna-Telesem, a network of free advertising papers Ba-Bank, a specialized guide Ba-Bank Remont, and a celebrity magazine StarHit.

The publishing house Hachette Filipacchi Shkulev and InterMediaGroup has 49 regional offices in Russia and the countries of the CIS. The total circulation of the Hachette Filipacchi Shkulev and InterMediaGroup is more than 7.6 million copies. The total readership is 15.6 million people (data from TNS Gallup Media). The publishing house Hachette Filipacchi Shkulev and InterMediaGroup has existed on the Russian market for 14 years, and is part of the international group Lagardère Active Media.

Lagardère Active Media is a subdivision of one of the most well known diversified holding companies in the world  Lagardère.

MasterCard Europe is one of the subdivisions of the company MasterCard Worldwide, with its headquarters in Waterloo, Belgium, which is responsible for operations in Europe and for Europe. The region includes SEPA countries, mature markets and developing markets in Europe, and also extends to the eastern border of Russia. Due to its developed office network, MasterCard Europe can meet the needs of its clients working in the 51 countries of Europe. This enables clients of the company to easily conduct business in their own language.

Being a subdivision of MasterCard Worldwide, MasterCard Europe offers its European partners and consumers access to the leading global developments in payment transactions. MasterCard assists in the development of global commerce, being a link between financial institutions, businesses, cardholders and merchants. As a franchiser, processor and consultant, MasterCard develops and promotes payment solutions, processes around 22 billion operations annually and offers its unrivalled experience and consulting services to its partners  financial institutions and the sales and service businesses. MasterCard Worldwide manages issues of the family of globally recognized and used payment card brands such as MasterCard, Maestro and Cirrus in more than 210 countries and regions around the world.

ZAO Raiffeisenbank is a subsidiary of Raiffeisen International Bank-Holding AG. Raiffeisenbank is ranking 9th in terms of assets among the Russian banks based on 2009 results (Interfax-CEA). According to Interfax-CEA, ZAO Raiffeisenbank ranked 5th in Russia in terms of private deposits and 8th in consumer lending in Russia based on 2009 results.

Raiffeisen International operates one of the largest banking networks in CEE, covering 17 markets across the region through subsidiary banks, leasing companies and a range of other financial service providers. The groups nearly 59,000 employees service around 15 million customers via more than 3,100 business outlets. Raiffeisen International is a fully-consolidated subsidiary of Raiffeisen Zentralbank Österreich AG (RZB), which owns about 70 per cent of the common stock. The remainder is in free float, with the shares listed on the Vienna Stock Exchange. RZB is a leading corporate and investment bank in Austria and the central institution of the Austrian Raiffeisen Banking Group, the countrys largest banking group.


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