American Express is always alert to the opportunities to forge new links with appropriate third parties. Here a Conde Naste subscriber list was mailed with an American Express gold Card acquisition mailing; which sought to mirror the lavish, sophisticated and aspirational lifestyle enjoyed by Conde Naste readers. Travel, exotic locations and memorable experiences are very much the norm for both Conde Naste reader and Gold Card users. So the piece positioned the Gold Card as a facilitator for a ‘colourful life’ and that the colour of your life would emanate from and be enhanced by the use of the Gold Card. 5,000 bonus points were offered to encourage sign-up – the equivalent of having spent £5,000 on the card. And the £95 fee was waived for the first year.