AMEX SAYS CROSS PROMOTION IS WORKING
By Adnews Staff
Amex Canada of Markham, Ont. says a cross-promotion with restaurants across Canada has proven to be very successful. The promotion was launched last November in Air Canada's enRoute monthly magazine. Under the deal, restaurants are featured for two consecutive months in a three-page dining guide section. In the guide is a two-for-one entree offer, which can be redeemed at the restaurants featured in the magazine. Amex research shows that an average of 216 coupons were redeemed at each restaurant, 32% of which came from cardmembers visiting from outside the city in which the restaurant was located. The dining guide is updated every two months with a new line-up of restaurants. EnRoute has a readership of 320,000. The magazine is available on Air Canada flights.