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AMERICAN EXPRESS LAUNCHES SUMMER PROGRAM

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Working in partnership with the Atlanta Restaurant Marketing Association (ARMA) and the Georgia Hospitality Travel Association (GHTA), American Express announced today that it is launching a summer-long promotion to encourage American Express( Cardmembers to patronize metro Atlanta restaurants, which includes 54 cities. American Express is offering its domestic and international Cardmembers double Membership Rewards points when they charge a meal at any metro Atlanta restaurant with an American Express Card that is enrolled in the Membership Rewards program, from June 1 through August 31, 1996 — that’s two Membership Rewards points for each dollar charged at any restaurant in the 54 cities that comprise metro Atlanta.

“We can always count on American Express to develop innovative solutions to industry challenges. This cooperative effort will make a tremendous difference this summer,” said Robert R. King, CHIP, President/CEO of the GHTA.

According to Carmen Mazurek, co-chair of ARMA, “This program sends a consistent message to Atlanta residents that our restaurants will be open and ready for business throughout the summer months. We will do all we can to support this effort.”

Cardmembers will automatically receive the double points on their Membership Rewards statements, and no special entries or certificates are required for U.S. Cardmembers. Cardmembers in Australia, New Zealand, Japan, and the rest of Asia will need to confirm receipt of the offer with their local American Express customer service office when they return home. (Some American Express( Corporate Cards, Optima( Cards and the Personal Choice Card are not eligible to participate in the Membership Rewards program.)

The American Express Membership Rewards program allows American Express Cardmembers to earn one point for every dollar charged on enrolled American Express Cards and Optima Cards. Cardmembers can redeem program points for airline travel, hotel accommodations, retail merchandise and gift certificates.

“Our industry partners at the GHTA and ARMA asked American Express to develop an effective program to build business for metro Atlanta restaurants during the summer months,” said Jean Austin, regional marketing director, southern region at American Express Travel Related Services Company, Inc. (TRS). “Metro Atlanta offers a wide selection of restaurants and cuisines, and eating out can be romantic, exciting, quiet, or as comfortable as a home-cooked meal, depending on the restaurant. With this offer, eating out in metro Atlanta is now doubly rewarding.”

Because the double points are provided by American Express, the metro Atlanta restaurants do not have to do anything extra for their customers to receive the double Membership Rewards points, nor will there be a cost to the restaurateur.

Restaurateurs can attract incremental business and remind their customers to continue to dine out during the summer months by displaying promotional materials. Research shows that American Express Cardmembers spend more than twice as much as bankcard holders. And, Cardmembers dine out 67% more often than non-Cardmembers.

The double Membership Rewards points offer was communicated to all Membership Rewards enrollees in their second quarter statement. The program will be advertised in Atlanta newspapers, magazines and radio throughout the summer, as well as several regional and national newspapers and magazines.

Cardmembers wishing to enroll in the Membership Rewards program can do so by calling 1-800- AXP-EARN, (1-800-297-3276.) To apply for the American Express Card, consumers should call 1-800 THE CARD (1-800-843-2273).

American Express is welcome at stores, restaurants, hotels and service providers where Cardmembers spend on everything from health and beauty aids to computers to a weekend away. Current American Express research shows that based on the way American Express Cardmembers use their American Express Cards, they can put 88 percent of their plastic spending on American Express. The company is signing up new merchants to accept the American Express Card at the rate of one every two minutes. American Express Travel Related Services Co. Inc., is a wholly-owned subsidiary of the American Express Company — a diversified worldwide travel and financial services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance, and international banking.

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