REGAL ENLISTS FLYERS - American Airlines' frequent flyers can earn 15,000 miles when they buy or lease a 1999 Buick Regal between Dec. 1 and March 31. The deal is part of a major promotional push by the Regal's brand team, which includes offers of $100 U.S. savings bonds to Mercury Sable owners to test drive a Regal. Since resources and money are limited, said Mark Hines, assistant brand marketing manager for the Regal, 'We have to get a lot of exposure.' American will tell its 3.2 million frequent flyers about Buick's offer in its December statement and newsletter.
RODEO ROPES AN AWARD -American Isuzu Motors Inc. has received the 1998 National Center for Data-base Marketing Excellence Award for its Rodeo sport-utility direct marketing campaign, which blended technology and marketing creativity. More than 250,000 consumers received mailers that detailed engineering and design improvements in the Rodeo. The prospects also were given access to a special temporary Internet site and telemarketing line. Follow-up information was sent every two weeks.