Cause-Related Marketing Pioneers:

American Share Restore the Statue of Liberty

Goutami Vallala

Jasmine Zamora

Xiaolin Zhao

LIM College

Dr . Guendoo

MPSM603 Cause Advertising

September 4, 2014

Objective and Goal

The objective of this kind of campaign was going to transform the usage of cards coming from a channel of pure purchasing points for a person needs to a medium of way to do charitable trust for a cause such as fixing the historic monument. As well, the efforts to support regionally based charitable causes in a manner that also advertised business (PSA research 1983). In 2011, Cone added residents in seven other countries to the research and found that ‘‘consumers globally believe that companies provide an explicit responsibility to help change the world. '' (Kotler, Hessekial & Lee, 2012. ) By this observation American Express had two visions to satisfy. Apart from their target to increase sales and market share, it was also a approach to increase general public awareness of the importance of ancient and environmental conservation.

Partners, Their particular Backgrounds, and what every single brings to the table Their partners are The National Trust for Ancient Preservation plus the Watch List, The World Monuments Fund. The National Trust is a non-profit organization dedicated to protecting and restoring America's historic attractions and communities. As the presenting spouse of National Treasures, American Express provided the Nationwide Trust which has a $2 mil grant to aid to protect the country's architectural, ethnic and organic heritage sites at risk of damage or irreparable damage (American Express, 2013). The additional partner is the site " World Monuments Pay for Watch List” which integrates historic upkeep, sustainable travel management and visitor education. American Communicate has been an unwavering supporter of the World Typical monuments Fund and its mission to guard the most cherished landmarks world wide. Over the last 12-15 years, American Express provides helped protect 154 sites in seventy countries, which includes sites from the World Monuments Fund Observe List, and sites who have received eco friendly tourism funds (American Communicate, 1995).


American Express paved the way for cause-related marketing courses with their innovative campaign to regenerate the Statue of Liberty and Ellis Island in New York (Hirsch & Gordon, 2013. ) Their strategy for this program was geared by simply purchase-triggered contributions, now a widely-used cause-related marketing practice (Stole, 2006. ) Rather than writing the for a lump sum of money to donate, American Express agreed to lead a penny for each credit card swiped and a dollar for each and every new American Express account created over the four-month period (Kotler, Hessekial & Lee, 2012. )

Execution, Tactics & Roles of Partners

Relating to an document written by Steve Welsh—who was then the mind of throughout the world marketing of American Express—the methods used for this kind of campaign were based on a " clear organization vision” (Welsh, 1999. ) One of his tactics was to act nearby, which can more likely motivate a consumer to be involved in cause-related advertising programs (Welsh, 1999. ). For instance, New york city is one of the most populated metropolitan areas in the United States, if not the earth. The people in the Big Apple will be more available to support their particular landmarks, Female Liberty and Ellis Island. However , considering that the Statue of Liberty can be described as national icon, this did create mare like a symbolic, emotional appeal over the United States (Welsh, 1999. ) It was a win via a local level to a across the country level. An additional tactic used was American Express' tangibility towards the trigger. Based on my observations relating to Welsh, consumers are more interested in giving the moment results are gonna be noticeable. They would favor gradually-attained victories than disenchantment due to excessive expectations (Welsh, 1999. ) At the end with this four-month period, the repair campaign do generate successful...

References: Retrieved on September 2, 2014, from


Retrieved about September a couple of, 2014, coming from


Retrieved on September 2, 2014, from


" Business Responsibility: Pursuits, ” American Express, http://about.americanexpress.com/csr/pip.aspx, (accessed Sept. 2010 1, 2014).


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