<div id="subtitle">Diners Club International changes look and ads to reflect new ownership under Discover</div><div><p>Diners Club International said Monday it's changing its logo, card, Web site and advertisements to reflect its new ownership under Discover Financial Services.</p><p>The new ads focus on everyday card use rather than travel and entertainment. This marks the company's first major rebranding in more than six years.</p><p>The company launched new ads this quarter in Austria, Brazil, Denmark, Finland, South Africa and Sweden. The campaign will continue to roll out through next year.</p><p>Citigroup sold the international portion of the Diners Club to Discover in April 2008 for $165 million. Last month, the New York-based bank sold the North American franchise to BMO Financial Group for an undisclosed amount. Citigroup has been shedding noncore assets to streamline its operations.</p><p>Discover Financial Services shares ended up 36 cents, or 2.2 percent, to $16.49.</p><p>(This version CORRECTS last paragraph to 'Discover Financial Services')</p><img src="http://admatch-syndication.mochila.com/images/ad.gif?aid=65426667&bid=informcom" /></div><div id="copyright"><div>

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