Following a successful product launch in 2009 and after achieving unprecedented retention rates of cardmembers in 2010, U.S. Bank FlexPerks Travel Rewards Visa Signature entered unchartered waters in 2011 by hosting a series of exclusive events in the hopes of creating memorable experiences for its most valuable customers. Hosting experiential customer events is generally not considered a traditional marketing activity. However, by leveraging the core tenants of direct marketing communications....