American Express continues More Than Just a Card campaign
By Adnews Staff
American Express Canada has begun a new phase of its ongoing "More Than Just a Card" marketing campaign focusing on the credit card's ability to provide access to entertainment experiences. The new initiative is being conducted in association with Canwest. It includes print, broadcast and online advertising, as well as event co-promotion with various Canwest properties and an online component at <http://www.canada.com/moreaccess>. This is the first time Canada.com has constructed a subsection dedicated to an advertiser. The site will list American Express sponsorships, branded events, special promotions, and "special treatment experiences." The site will also offer content developed by Canwest, including videos, entertainment news and reviews. During the campaign, content from the website will also be appear as "Hot List" vignettes on Canwest television properties including Global Television, E and HGTV. These will consist of reports on various music, dining and entertainment events. "Through this partnership initiative and other exciting offerings in 2008, Canadians will be seeing a lot more of what makes being an American Express cardmember so special," said David Barnes, vice-president of communications, advertising and sponsorship at American Express Canada. "Our goal is to provide non-cardmembers with an opportunity to experience the special benefits and ultimate access that all American Express cardmembers experience on a regular basis." The "More Than Just a Card" campaign, which originally launched in 2007, was developed by Ogilvy & Mather. The international campaign has also run in the UK, Italy, Mexico and Argentina.