Amid much fanfare on Tuesday, Bank One and Walt Disney Co. finally lifted the curtain on a co-branded Visa credit card and an aggressive marketing campaign to back it.

Both Bank One and Disney have invested heavily in the new no- annual-fee credit card, and both hope it will prove a major boost to their respective fortunes.

"We expect it eventually to be one of our biggest branded credit cards," said Jamie Dimon, chairman and CEO of Bank One. The card offers users Disney Dream Reward Dollars that can be redeemed for merchandise and theme park tickets, among other things.

The card design, kept under wraps for months, may not prove to be its strongest asset, however. The chief design element is a silhouette of the head of Disney's most famous character, Mickey Mouse, surrounded by a slew of starbursts that give the card a look that's more cheesy than magical. Also crowded onto the cluttered card face are the Disney, Bank One and Visa logos.

Bank One and Disney have put together a complex marketing campaign that involves no fewer than two ad agencies and a public relations firm. Leo Burnett in Chicago was tapped for direct marketing creative, while the Gardner Nelson Project in New York will handle television and radio campaigns that launch on Monday. Ketchum also is helping orchestrate public relations efforts.

The debut TV spot, according to Tom O'Donnell, vice president of relationship marketing for Bank One, will focus on the rapport children have with their parents and Disney. O'Donnell said the bank also will heavily promote the new credit card as part of its local sponsorship of Disney's stage musical adaptation of "The Lion King," which begins performances April 23 at the Cadillac Palace Theatre.

The card was unveiled at Disneyland in California on Tuesday during a mini-stage spectacular that included a parade of familiar Disney characters. On the East Coast, Mickey Mouse, Disney Chairman and CEO Michael Eisner and Bank One boss Dimon rang the opening bell at the New York Stock Exchange.

Bali bares campaign featuring Naomi Campbell

Bali is going bold.

The intimate apparel brand, part of Sara Lee's intimate apparel division, will launch a new print campaign this summer featuring world-famous model Naomi Campbell in a variety of poses ranging from sophisticated to playful. The striking photography is by fashion photographer Richard Avedon.

The ads, introducing three new Bali products, were developed by the Shahid Agency. They will appear in fashion publications such as Vogue, W, Elle and Glamour.

Ad Notes

Bigfrontier Communications Group/Chicago has added three new accounts: Professional Consulting Services of Chicago; Healing Quest Center of Chicago, and Orbita Corporation of North Carolina.

Tony Goosmann has been promoted to president of Williams-Labadie/ Chicago. George Zrust has joined the agency in the newly created post of interactive producer. Stu Ogletree, Tricia Plagge and David Diaz have joined the agency as senior copywriter, media planner and account services manager respectively. And Jonathan Adams comes aboard as an account supervisor.

The 39th annual Chicago International Television Awards will honor journalist and documentarian Bill Kurtis with a lifetime Achievement Award during the annual event Thursday at Park West on Thursday. The evening includes a buffet dinner and screening of winning commercials. For tickets or further information, call (312) 425- 9400, ext. 103.

The Chicago chapter of the Black Public Relations Society held a reception Tuesday at the Art Institute to celebrate its 20th anniversary. The reception saluted Cheryl Jackson, director of communications for the governor's office; David Milliner, Chicago Daily Defender publisher, and Jackie Heard, Mayor Daley's press officer.

Brooke Kemper has been hired as a senior account executive at KK&A Integrated Retail Marketing/Chicago.

TEN SPOT

THE REAL THING...ALMOST

Jim Beam Brands, maker of the well-known bourbon, begins selling Beam and Cola this spring. The company plans to tout it as the only "malternative" with real spirits. Great. But when did you last ask a bartender to get you a Beam and "Cola?"

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