It's a re-marketing of the 2010-introduced agreement with a couple of car rental/leasing companies.

As it wasn't very well publicized nor utilized (hmm, wonder why... "Centurion Limo Program" anyone?) a new PR email and flyer campaign went out to hype it.
They need to come up with some counter-spin to the head-on attacks of Chase and others trying to recruit the upper-end of their customer base.