Apr 19, 2010 12:29 ET

National Advertiser Success Story Gold Award Winner -- Ketchum Directory Advertising

American Airlines IYP program. By using research and data, IYP was proven to be an effective advertising tool for American Airlines. By helping AA move away from traditional 1-800 numbers to phone numbers that can be tracked resulted in the validation that the program was in fact successful and indicated that it was generating leads for less than $1 each.