A Winning Concept

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Someday an Excel Travel customer might earn $20 million or so for referring a friend, colleague or family member to the agency.

When the Middletown, N.J.-based agency gets a referral, it sends the client a New Jersey Lottery ticket and a thank you note.

The agency makes a point of asking any new prospect where they heard about Excel and what made them call.

"We need to know what works when we advertise," Ted Friedli, Excel's president said.

At $1 per ticket, "It's a very inexpensive way of creating good will and making people think of us. And of course, the idea is that if somebody wins they'll book a trip around the world with us," he said.

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