American Express breaks new campaign
By Adnews Staff
American Express has begun a new advertising campaign in Canada intended to promote the way the credit card can provide users with special treatment and access to various services and experiences. One ad shows a planet made up entirely of doors. The copy reads, "On my planet doors open for me." Another shows a planet resembling a rock concert. The copy reads, "On my planet good times are measured in decibels." Over a period of months, the campaign will include print, out-of-home and online advertising, along with sponsorships and special events for customers. The campaign, which uses the tagline, "More Than Just a Card," is also intended to accelerate the growth of the brand in Canada. "The campaign is designed to build on the brand's tradition and reputation of service, quality and prestige," said David Barnes, vice-president of communications at American Express. "Our customers expect more from American Express and this campaign will evolve to tell the story of the features and services that makes American Express different." The campaign was developed by Ogilvy & Mather of Toronto. The effort is part of an international campaign that has already rolled-out in Italy, Mexico, Argentina and the United Kingdom.