AMERICAN EXPRESS TOUTS AIR MILES CREDIT CARD
By Adnews Staff
American Express of Markham, Ont. launched a national TV campaign this week to promote its Air Miles credit card. The ads encourage consumers to apply for the card by demonstrating the various ways in which the card lets users earn travel miles for free rewards. In addition, the ads support "double-dipping" on travel miles by focusing on major retailers such as The Bay, Shell Canada, Blockbuster Video, Safeway grocers, A&P/Dominion stores and the Liquor Control Board of Ontario, who are Air Miles sponsors. The ads tell consumers that by using both their American Express Air Miles credit card and their Air Miles Collector Card they will earn even more travel miles. The campaign consists of a 60-second direct response ad and a 30-second awareness spot. The TV ads will be supported by a direct mail campaign. The campaign was created by Ogilvy & Mather of Toronto.