Increase AARP’s CRM effort as well as imagery by expanding existing benefits program into entertainment category for its 35M members.
Blockbuster, Hollywood Video, Loews Cineplex etc.
- Identified cross-section of market leaders that were appropriate for its mass market, 50+ base.
- Launch partners included Blockbuster, Hollywood Video, Loews Cineplex, Sporting News, American Royal Arts and Steiner Sports.
Integrated test market plan included co-branded landing page on website, email newsletter, inserts in new / renewing membership kits, solo postcards and flyers at national convention.