• Brandweek, Monday, November 28, 2005 12:45 PM

McDonald's Corp. is reaching out to Southwest Airlines and American Express for a new promotion that includes $22 million in free giveaway cards dubbed the "Arch Card." The goal of the effort is to spur gift sales and expedite transactions at the fast-food marketer's outlets. Starting tomorrow, 5 million $1 cards will be given to Southwest Airlines' customers at 61 airports nationwide. Nine million more cards will be given to McDonald's customers who purchase specific items at participating outlets, and the remaining 8 million cards will be distributed through an American Express consumer card mailing. "McDonald's recognizes our customers are seeking cashless payment options, and the national launch of Arch Card will make purchasing your favorite menu item and gift giving a whole lot easier this holiday season," said Gayle Franger, director, U.S. marketing. The Arch Card also can be purchased in $5, $10, $25 and $50 denominations for holiday gift giving.

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