Change In American Express Advertising Strategy

In order to get rid of the stigma to be the credit card for “older men in suits who like fine dining and travel,” American Express is currently engaged into a new advertising campaign to put the card’s everyday credentials into the spotlight of consumers.

This new multimillion dollar global push for American Express will also incorporate a new line, ‘Realise Your Potential.’ The introduction is supposed to replace the old campaign, meanwhile four-year old which features Kate Winslet and Robert de Niro stating ”My life, my card”

American Express moving into the new millennium:

With this new campaign the company is clearly seeking to move into the new millennium and dispose of the old cobweb hung perception with consumers. American Express wants to communicate the fact that it is ”more than just a card” and stresses everyday card use.

Corrina Davison, American Express’ vice-president of brand, loyalty and rewards, said: ”We are trying to move it away from celebrities and make it more personal by talking directly to individuals.”

Research made with existing consumers uncovered that people were less interested in status purchases than they were with buying ‘‘life-enriching experiences” such as travel, hobbies or visiting family and friends.

Therefore new ads feature slogans such as ”Be a traveller, not a tourist.” They also highlight how rewards points can be accrued with lines like ”What if last night’s dinner could become an iPod”?

Ms Davison said: ”Traditionally we have been associated with spending on things like entertainment and travel. This is about broadening it to include that everyday spend.”

The campaign is first rolling out in Australia, Canada, Britain and Mexico.

Source: Smh.com.au

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