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Case Study 2

Overview

American Express created a program in support of the renovation of the Statue of Liberty. American Express donated a penny to the renovation for each use of its charge card and a dollar for each new card issued in the US during the fourth quarter of 1983.

Results

Amex reported a 28% increase in card usage and sizable increase in new cards issued. This was a $6 million promotional campaign that resulted in $1.7 million to the Statue of Liberty.


	Case Study 2 Overview American Express created a program in support of the renovation of the Statue of Liberty. American Express donated a penny to the renovation for each use of its charge card and a dollar for each new card issued in the US during the fourth quarter of 1983. Results Amex reported a 28% increase in card usage and sizable increase in new cards issued. This was a $6 million promotional campaign that resulted in $1.7 million to the Statue of Liberty.	For more on our branded media product, Buy To Give, click here. For more on strategic philanthropy, click here. For more on values-based branding, click here. For more on performance compensation, click here.