AmEx unveils mall marketing plan

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American Express Travel Related Services Co. signed a five-year strategic marketing alliance with shopping mall companies Taubman Centers and Corporate Property Investors involving 40 CPI and Taubman malls in 17 states. A range of special amenities will be offered to American Express cardmembers in the malls, ranging from free valet parking and gift wrapping to gift-with-purchase offers. The companies will also be developing collaborative database marketing programs and joint advertising initiatives. Under the agreement, American Express will be allowed to promote its services in the centers in exchange for financial compensation and marketing support. The centers serve nine of the 10-wealthiest counties in America and 80 of the nation's 100 most affluent ZIP codes, the companies said.

Copyright October 1997, Crain Communications Inc.

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