Bold is reserved for keywords, so I don't want to use that. Besides, this is a turn base game. You have no time limitations on your turn, so you should be able to read all cards properly.
Make it a keyword? I was thinking about this, but the problem is the implementation. You see, card effect takes place first, keyword effect afterwards. It would be really awkward to make some card effect and then try to undo it. And also, as Myschly pointed out, to have or not have a keyword is not the same thing from the balancement point of view.
Make it a first line of the card text? Yeah, that could be done. How about "If not new... (some card effect)"?