American Express conducts Passion & Persistence campaign
Credit card company American Express Canada has begun a content marketing campaign in collaboration with The Globe and Mail. Called “Passion & Persistence: Stories of Business Resilience,” the series of executions will profile three businesses and their experiences with the COVID-19 pandemic. According to the company, the campaign is intended to highlight the “determination and resilience of Canadian small and medium enterprises” during the pandemic. The highlighted businesses include Farafena, Monos and Pai Northern Thai Kitchen. Each of the three will be the subject of a feature article and documentary-style video in a dedicated section of The Globe and Mail website at <https://www.theglobeandmail.com/life/adv/article-passion-persistence>. The campaign coincides with American Express Canada’s ongoing “Shop Small” campaign in support of small local businesses.
“At Amex, we've had a long-established focus of backing the small business community in Canada with products and services designed to keep them moving forward,” said David Barnes, vice-president of advertising and communications at American Express Canada. “At this challenging moment, it's more important than ever to give a voice to businesses that need our support. We're excited to give these entrepreneurs the opportunity to share their stories with a national audience and celebrate the persistence, adaptability and creative thinking they've shown this year.”