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Centurion Innovation

American Express

Issue 5 | July 2008

Background

Launched in 2004, Centurion represents the ultimate in recognition for the super affluents. Its wide range of exclusive benefits puts it far ahead of any other card product in the market. In 2006 the strategic decision was made to convert Centurion black plastic to titanium to reinforce the uniqueness of the product with a card design that is different from any other consumer card in the marketplace. It also strengthens the exclusivity and mystique positioning. Along with the new card came a range of new benefits and services and a new card fee of AUS$4,300 per year (increased from AUS$2,800).

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