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Los Angeles Business Journal, March 3, 2003 by Conor Dougherty

Maybe they should rethink the timing of this promotion.

With gasoline prices over $2 a gallon in many places, Wilmington, Del.-based bank ING Direct has struck a deal with local Shell stations to spring for motorists' fuel on March 6.

Good news for drivers, the company says, since there are no catches, other than to be hit with some ING marketing gimmicks.

"We're just happy to save Angelenos some money," said Ashlee Stokes, an ING spokeswoman. "Nobody needs to sign up unless they're interested."

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The bank tried a similar gimmick last year in Boston, when it worked a deal with the Massachusetts Bay Transportation Authority to let commuters ride the city's "T" lines for free one morning. The event was dubbed the "Boston T Party" and outside the rail stations ING representatives danced around in orange Paul Revere costumes.

As for the timing, the T costs a buck and ING was trading at close to $25 a year ago. Today its shares are hovering just above $12.

Still, Stokes says, the cost of such events is minimal when considering what a company can spend on advertising.

Business Services Industry

Free gas

Los Angeles Business Journal, March 3, 2003 by Conor Dougherty

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