American Express launches travel rewards card marketing campaign

MARKHAM, ON, Sept. 25, 2013 /CNW/ - American Express Canada is launching an aggressive push in the travel rewards card market with a multi-channel campaign across TV, digital, out-of-home and social media platforms. The company is focusing attention on the AeroplanPlus suite of co-branded cards promoted to frequent travellers as well as its proprietary Gold Rewards Card that offers the ability to book any travel, charge it to the card and then pay for it with points or transfer points direct to Aeroplan.

As a key enticement to win new customers, American Express is also increasing its Gold Rewards Card welcome bonus to 25,000 Points when you spend $500 in the first three months - enough for a round trip flight to almost anywhere in North America.

"There has been an unprecedented level of attention in the rewards card market over the past few months," says David Barnes, Vice President of Advertising & Communications at American Express Canada. "Many cardholders are considering their options right now, and this campaign focuses on the value and quality of service from American Express' travel rewards cards."

The mainstream aspects of the campaign feature the Gold Rewards Card. Two television spots have been developed (30 seconds and 15 seconds) and will be launching during season premiere week. Additional creative has also been produced for various digital and social channels, along with increased branding at Toronto Pearson International Airport, where American Express has an existing strong presence.

The AeroplanPlus cards will be promoted primarily through targeted channels aimed at frequent travellers, including travel sites, airport locations, and through in-flight media. Other elements will also be phased in throughout the campaign, including interactive Facebook and Twitter campaigns.

Creative for the campaign was developed by OgilvyOne Worldwide, with media planning by MindShare and public relations and social media through High Road Communications.

To learn more, visit www.amex.ca.

About American Express Canada
American Express in Canada operates as Amex Bank of Canada and Amex Canada Inc. Both are wholly owned subsidiaries of the New York based American Express Travel Related Services Company, Inc., the largest operating unit of the American Express Company. Amex Bank of Canada is the issuer of American Express charge and credit cards, with outstanding products like the American Express® Gold Rewards Card, the Platinum Card ®, the American Express® AeroplanPlus® Gold Card. Amex Canada Inc. operates the Corporate Travel and Travellers Cheques divisions in Canada. American Express opened its first offices in Toronto and Hamilton in 1853 and now employs 3,700 Canadians coast-to-coast. For more information, visit AmericanExpress.ca or connect with us at Facebook.com/AmericanExpressCanada and YouTube.com/AmericanExpressCAD.

SOURCE: American Express

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