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

Don't Leave Home without It

Karl Malden served as the public face of American Express Travelers Cheques for 25 years—an amazing run for any spokesperson. His Travelers Cheques television ads were a perfect combination of excitement, news, and a compelling call to action. First you would see a thief stealing money from some poor, unsuspecting tourist's wallet or beach bag or hotel room. Then Karl would arrive on the scene looking like the cop he played in the famous television series Streets of San Francisco. He then looks you in the television eye and says, “This could happen to you!” And then the call to action: “Don't let a thief spoil your vacation. Get American Express Travelers Cheques.” Little wonder American Express became the leader in ...