BANKING & FINANCE - Sept. 12, 1995

American Express Launches New Card: The New York-based company launched its first co-branded credit card in a venture with Hilton Hotels, becoming the last major card issuer to woo consumers with incentives that include airline tickets, gas and computers. The new Hilton Optima Card, which has no annual fees and a low introductory interest rate, offers points toward free stays in Hilton hotels for every purchase made on the card. The card marks a turning point for American Express Co., which had so far bucked a trend in which card issuers teamed up with airlines and retailers to promote each others’ products and services.