Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Other Quick Airline Stories about Creating Customer Excitement

American Airlines—When you joined the Admirals Club in the early 1970s, you received an oversized certificate done in calligraphy and beautifully framed, asserting your club membership. These were hung in offices with pride and were real status symbols.

Continental Airlines—In the 1960s and 1970s, the legendary chairman, Robert Six, wrote a letter to the airline's best customers once or twice a year, a letter that often went on for pages. It was so personal, so beautifully written, so candid, that customers not only saved these letters as keepsakes but they also continued to fly Continental just to stay on the VIP mailing list.

Braniff International—In the late 1960s and throughout ...