Sponsor (Oct-Dec 1964)

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nil *f2 /vK-Jf^u,_ C-r>z^<m -^y^y •ZtO ft>OMAT tOi i^^i 598 4 JOHN CONDON ^. ftCB MKVftltftr ■ ■■•■II aiNc 1958 ' ? 'R I : I Tv credits for AmExCo's ■ This isn't a success story — yet. Meanwhile, it does tell why an important advertiser who's had long, valuable success with other media is now undertaking its first tv campaign — and that on one station only. The sponsor: American Express. The station: KNXT Los Angeles. And in marketing terms, the combination adds up to good sales sense. American Express Co. (AmExCo) had been using a media mix of direct mail, magazines and mostly radio ("good-music" programing in 25 markets, including Los Angeles) to promote its Credit Card Division. Looking for an additional medium, their interest was automatically drawn to those offered by Los Angeles — and for several very good reasons: "We're constantly growing," says Kenneth O'Brien, advertising manger of the division, "and Los Angeles is one of the most important markets we have." KNXT director Brad Aaronson discusses the angle of an American Express commercial shot with producer Bert Leonard, copywriter Roy McKechnie, of Ogiivy, Benson & Mather. The city is, indeed, important to this company which specializes in travel-related products and services. For one thing, Los Angeles is the western terminus of the great transcontinental "Travel Triangle" and, as such, is the hub of enormous transportation activity. "We feel there's a great deal of untapped business there," O'Brien explains. "It's the market with the greatest potential — and in the most concentrated area." Its name notwithstanding, the City of the Angels has another current importance: It's the arena of some pretty devilish credit-card competition just now. Carte Blanche, the Hilton Corp.'s credit card, generally ranked third in the field, was started in California and naturally still enjoys great strength and prestige there. And Diner's Club, which vies with the American Express card for first place nationally, traditionally concentrating its selling efforts on both coasts, east and west, thus realizes a good brisk business in Los Angeles. "On a nation-wide basis," O'Brien says, "We're a bit ahead of the Diner's Club, both in numbers and in charge-volume." He admits, however, that in Los An SPONSOR