Winning Promotion

April in Paris Parlez-vous promotion? GE Capital Assurance certainly does. The centerpiece of its one-year campaign to promote the 1998 Leading Producers Conference in Paris was a loose-leaf notebook that built excitement as it expanded. The marketing services department mailed out the binder and monthly dividers to all 1,100 career agents at the beginning of the campaign in January 1997, and each month sent along additional chapters with a gift. While the gifts had either a French

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