American Express Launches Latest Global Advertising Campaign ‘Member When’


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About the campaign and notables:

The campaign runs in the US with “Always a Story to Tell” at the 60 second mark, and kicks off in the US, UK, Canada and Mexico at the 30 and 15 second mark. .

Knowing that cardmembers want to return to the experiences they love and miss, the campaign creative is focused on dining, entertainment and travel. These three pillars are what American Express offers cardmember Passion Points.

There are various scenes in the eyes of the card members on the spot, reminiscing about precious moments and experiences and making them look forward to the future.

promote creativity

The ad campaign premieres on the evening of Monday, May 9, during the NBA Playoffs Round 2 match and featured programs on ABC and NBC channels.

The campaign will also feature “The Member When Play of the Game” throughout the NBA playoffs, featuring the most epic playoff action taken over by the NBA’s official card, American Express, and the Twitter timeline. They also advance to the NBA playoffs.

After launch, the unified campaign will expand further across streaming/connected TV, including TV spots, online video, social, streaming podcasts, OOH ads in high-impact geographies, Hulu, HBO Max, Peacock, and more.

Dining, entertainment, travel

Dining: Since acquiring Resy, we have invested in developing the Global Dining Access by Resy program, a new dining benefit that gives eligible American Express cardmembers exclusive access to the world’s most popular restaurants directly from Resy. From hard-to-find reservations to unique dining events to exciting experiences in the city and beyond, Amex and Resy have access to these dining experiences with just a few taps.

In the past few years, we have nearly tripled the number of people dining on our platforms and nearly quadrupled the number of restaurants. The number of guests who booked and ate at Resy’s restaurant nearly tripled.

Entertainment: American Express cardmembers receive exclusive early access to pre-sales and exclusive tickets to the most talked about events in sports, music, and theater across the United States. In addition to tickets, cardmembers get exclusive access to many of their favorite shows and events to enhance the fan experience, including exclusive admission, complimentary court checks, exclusive speakeasy access and more to help make every moment truly authentic, as well as best-in-class You can benefit from it. unforgettable.

Travel: We provide cardmembers world-class service and added value throughout the travel experience. Eligible Cardmembers enjoy exclusive benefits, including 24/7 access to 4,500 professional travel consultants who support every aspect of travel planning, access to the American Express Global Lounge Collection, and exclusive flight and accommodation programs. Things like international airline programs, Fine Hotels + Resorts, and more.

Travel and entertainment spending is around 80% of pre-pandemic levels, according to the latest Investor’s Day report. Not only that, the sector has also helped attract new customers. As of March 2022, Millennial and Gen Z customers accounted for approximately 60% of new consumer accounts acquired globally in 2021, with entertainment and sports programs helping to engage existing customers and attract the next generation .

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