AOL Mexico Will Tout American Express

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America Online Latin America Inc., an interactive services provider in Latin America, said yesterday it has formed an interactive marketing deal between its subsidiary AOL Mexico S. de R.L. de C.V. and American Express Mexico under which the American Express card is being promoted across the AOL Mexico service.


AOL Latin America said the agreement builds upon an earlier program for American Express in which it registered new members by targeting a specific consumer market segment using the AOL Mexico service.


As part of the deal, the American Express card is being promoted through various efforts across the AOL Mexico service including online promotions on the AOL Mexico Welcome Screen, creating a special content area for the AMEX card, directing AOL Keyword searches to the AMEX card Web site and conducting animated polls and surveys of its members. Promotions also are being extended to the AOL Mexico Web site at www.aol.com.mx.


The agreement incorporates an integrated marketing communications campaign with online promotions, direct mail marketing materials through bill inserts, and various consumer advertising initiatives.


AOL Latin America's interactive marketing group worked with American Express in Mexico to develop the campaign that would let American Express easily and cost-effectively reach its target audience using the online medium as a major element.


Eduardo Escalante, president of AOL Mexico, said American Express is committed to the Mexican market.


"Working together, we have developed a marketing campaign designed to effectively reach out to a large base of Mexican consumers to introduce them to the American Express card and to the ease and convenience of the AOL interactive experience that more than 1 million Latin American consumers have already made a part of their everyday lives," he said. "We are helping our partners, like American Express, achieve their marketing goals through strategic solutions that use interactive tools and promotions to enable them to reach their target audience effectively and cost-efficiently."


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