As appeals for corporate cash go, the request was quite typical of what was then the norm, except for one thing - the Statue of Liberty was a powerful national symbol to millions of Americans.
When American Express was asked to contribute it declined. But it wasn't turning down the opportunity to give for any of the usual reasons - in fact it had seen some untapped potential and wanted to take advantage of it. Instead of simply sending a cheque, the charge card giant pledged to make a donation every time a new customer applied for a card or even when an existing card holder made a purchase. At the same time Amex launched an ad campaign and distributed promotional material informing customers of the link.
In the three-month trial period, American Express handed over a third of the total funds required. Card usage increased by 17 per cent, and the company registered 27 per cent more new card members than usual. Cause- related mar-keting, it seems, was born.Reuse content