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Proximity iD, wins international Excellence Award


AIM Proximity's Database Marketing Division, Proximity iD, wins international Excellence Award for world-class loyalty programme at Sky City

Proximity iD, only international entrant recognised at US awards

Auckland, 12 December, 2002 - Proximity iD has achieved more international success today, becoming the only non-American entry to be recognised at the 2002 US National Centre for Database Marketing (NCDM) Awards for Database Excellence. Proximity iD is the database marketing division of AIM Proximity, New Zealand's leading direct and interactive marketing agency. The Bronze Award, one of only three NCDM awards presented, recognises Proximity iD's development of the Sky City Action loyalty programme, a strategic initiative that began in 2000.

The NCDM Awards, which are administered by the United States Direct Marketing Association, involve an elite panel of judges representing leading database marketing practitioners from throughout North America. Judges include Arthur Middleton Hughes of CSC Advanced Database Solutions, the author of industry bestseller 'Strategic Database Marketing'.

Proximity iD was the only non-American entry to be recognised at the 2002 awards despite the international range of entries. The award will be presented today at the NCDM Winter 2002 Conference and Exhibition in Orlando, Florida.

According to Geoff Cooper, Director of Database Services at Proximity iD, the outstanding success of the Sky City Action loyalty programme rests on the principle that effective database marketing strategy is a continuous process. "We have developed a highly sophisticated loyalty programme through a series of data mining initiatives which manage Sky City's customers throughout their lifecycle. We are delighted to receive the international recognition that comes with the NCDM award, underlining further that the work we undertake for our customers is setting international best practice levels," he says.

"Data is the cornerstone of our customer relationship management (CRM) strategy," explains Debra Brooks, General Manager Loyalty, Sky City Entertainment Group. "Through Proximity iD, we use data to learn more about our customers, transforming the way we do business. The strength of our relationship with Proximity iD has been critical to that success. In working with us to develop our award winning loyalty programme, Proximity iD has become much more than a supplier to Sky City, it is a strategic partner."

About the NCDM Database Excellence Awards

Established in 1996, the NCDM award winners demonstrate ingenuity and creativity in the building and leveraging of marketing databases. Each winner has achieved dramatic results by applying statistical techniques, leveraging systems capabilities, and implementing sharp strategic thinking.

The 2002 judges include some of North America's leading direct marketing specialists from a number of major corporations and agencies. These include Arthur Middleton Hughes of CSC Advanced Database Solutions, the author of industry bestseller "Strategic Database Marketing"; Timothy Anglum, Best Buy Companies, Inc.; Gary Beck, General Motors Corp.; Richard Goldberg, IBM Corp., Tony Hart (formerly of Best Buy Companies, Inc.); Sam Koslowsky, Harte-Hanks; Edward Miranda, Wells Fargo Home Mortgage, Inc.; Melinda Nykamp, Fair, Isaac & Company, Inc.; Ernan Roman, Ernan Roman Direct Marketing; J. Walker Smith, Yankelovich, Inc.; and Duff Stokes, CDMP Inc.

About the U.S. Direct Marketing Association (DMA)

The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the non-profit and electronic marketing sectors. Included are cataloguers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States is projected to surpass $2 trillion in 2002, including $126 billion in catalogue sales and $34 billion in sales generated by the Internet. The DMA's Web site is, and its consumer Web site is

About Sky City Auckland

Sky City Auckland is part of Sky City Entertainment Group (Sky City), which is one of Australasia's leading entertainment and gaming businesses. The company is listed on both the New Zealand and Australian stock exchanges.

The Sky City Auckland complex comprises 3 casinos, 10 restaurants and bars, 344-room hotel, a 1900-park car park, a 700-seat theatre, a conference centre and Sky Tower, a leading New Zealand attraction.

Sky City recognises the importance of the tourism industry to New Zealand and plays an active leadership role promoting Australasian international tourist destinations. Sky City Auckland welcomed in excess of 5.5 million visitors in 2001.

Making a positive contribution to the communities in which Sky City operates is a key business objective. Sky City established the Sky City Auckland Community Trust when it commenced business in 1996. The independent Trust administered its seventh round of payments in June 2002, totalling more than $2.5 million, to a diverse range of community groups.

More information on Sky City is available at

About Proximity iD and AIM Proximity

Proximity iD is the database marketing division of AIM Proximity. Established in 1988, AIM Proximity is New Zealand's largest direct and interactive marketing agency, with offices in Auckland and Wellington, as well as Sydney, Melbourne and Brisbane. Combining proven direct marketing leadership with award winning database and new interactive media, AIM Proximity offers a complete range of solutions to bring brands closer to customers.

AIM Proximity has won numerous awards in the last decade, including the ground breaking success at the 2001 New Zealand Direct Marketing Awards when it became the first agency to pick up both major prizes, the RSVP Grand Prix and the Supreme NEXUS. In addition, the company has achieved consistent success overseas, gaining recognition at the prestigious US-based International Echo Awards and the Marketing Direct Awards in Britain.

AIM Proximity joined the worldwide Proximity group of companies in 2000. Proximity is a new generation Customer Relationship Management (CRM) network which marries direct marketing with database, CRM and interactive media to create and nurture brand relationships. Created for the new media environment, Proximity eclipses traditional direct marketing by fusing together all of these principles.

More information on AIM Proximity and the Proximity network is available at


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