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In the first effort of its kind for Buick, the General Motors’ division is joining with five major companies in a relationship marketing program aimed at Buick Regal buyers.
Consumers who buy or lease a ’98-model Regal will receive a Regal Performance Card, which entitles them to a continuous discount on services from Continental Airlines, ITT Sheraton, National Car Rental, One Hour Martinizing Dry Cleaning and 1-800-FLOWERS. Regal owners will also receive periodic mailings with limited-time discount offers from other companies.
“It is a major initiative to bring together partners from different categories, each with a different time or money-savings offer, and then be able to engage the dealer salespeople to understand the program so they can help communicate it in the dealership,” said Beth Oliver, vice president and group account director at Momentum IMC, the event/promotions arm of McCann-Erickson Worldwide, Buick’s national agency.
“Our objective is to continue building dialogue with these...
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