Direct Choice / American Express

Marketing, November 23, 2000 | Go to article overview

Direct Choice / American Express


Adam Wylie

It's very rare I burn the lines responding to a promotion - but this one had me. Anyone for a game with Tiger?

For golfing fanatics everywhere, this must be the ultimate in prize offers: watch Tiger Woods' extraordinary skills up close, in a limited-audience event, held on a purpose-built golf hole in London's Hyde Park.

American Express is on to a winner here, and this week it leveraged its sponsorship to the full, bringing the master to London after his sojourn (at an Amex-sponsored tournament) in Spain.

The recruitment campaign for the 5000-seat event was run in the Evening Standard at the end of October. I didn't see it directly, but the beauty of offers like this is that they travel the grapevine fast.

The telephone registration was swift and perfunctory -- no silly questions like do you like golf', just the obligatory 'Do you have an American Express Card sir? …

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