SallyAnn Gray

It’s not always what you say. Sometimes it’s to whom you say it that matters most—at least that’s the experience of the direct marketing team at Wisconsin–based AIG Travel Guard, a leading travel insurance plan provider and part of the American International Group Inc. conglomerate. Charged with growing the company’s consumer direct business, the team had long sought to home in on prospects that fit the image of its typical customers: the “NPR [National Public Radio] crowd,” as Carol Mueller, AIG Travel Guard’s director of marketing communications, describes them.

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