American Express realizes the potential in new brand campaign

    - New campaign articulates the breadth of services available to
    Cardmembers -

TORONTO, Oct. 7 /CNW/ - American Express is set to launch its first major brand advertising campaign in more than a year. The campaign explores a fresh new perspective for the brand embodied in the theme of 'Realize The Potential'.

The campaign invites consumers to reassess their perspective of the brand and the role that American Express plays in supporting and enhancing people's lives. Realize the Potential refers both to the potential that people have to enjoy rich and rewarding lives, and considers the potential of the American Express Card in providing a broad range of services that enhance that lifestyle.

"We believe what resonates with consumers is the breadth of services available to Cardmembers. From travel rewards, to the quality of our service locally and abroad, to advanced ticket access for concerts, shows and event, the full extent of our services is what sets us apart from other Cards," said Denise Pickett, President and CEO, American Express Canada.

Well known for marketing campaigns featuring A-list celebrities, 'Realize The Potential' is a significant departure for American Express. The creative is visually arresting with a style based on simple illustrations against a dramatic black background and bold, colourful graphics. The TV spot is also completely animated.

"This new campaign will really appeal to a somewhat younger demographic than American Express is traditionally associated with, and showcases how American Express is much more than just a payments card," said Pickett.

'Realize the Potential' will launch in Mexico, the UK, and Australia in addition to Canada. The campaign was developed by OgilvyOne Worldwide, with support in Canada from Neo@Ogilvy, MindShare, Momentum and Brees PR in a 360-degree marketing effort. Campaign highlights include a 45 second animated TV commercial which will be aired starting on October 12, as well as a multi-channel media roll-out including print, outdoor, digital as well as a fully integrated PR and experiential campaign.

The print advertising will appear in key lifestyle titles and newspapers featuring ads in impactful, non-traditional shapes and sizes. Out of home will also be a strategic component of the campaign this year, to take advantage of the bold campaign look. A significant portion of the multi-million dollar budget is dedicated to Digital and will focus on building American Express' brand presence across entertainment, travel and lifestyle sites. It will also feature first time digital units and home page takeovers. A series of PR and experiential activations complementing the campaign are slated over the next few months to illustrate the concept of people realizing their personal potential. The advertising will drive consumers to a dedicated microsite that has the same look as the creative advertising.

This campaign marks a major brand investment for American Express in Canada in support of the company's growth strategy for the business locally. 'Realize The Potential' will live alongside and support a number of other product marketing campaigns, including our Small Business Services campaign, which will also be in heavy rotation in the last quarter of this year.

"With the launch of this new advertising, American Express is back in the Canadian market in a big way," said Pickett. "We firmly believe this is the right time to invest in our brand, as now, more than ever, people are looking for added value from the products and services they buy, and we think this fresh expression of our brand will really resonate with Canadians and bring our value proposition to life."

For more information on the campaign, please visit, which will go live when the campaign launches on October 12.

Selection of creative executions available upon request.

About American Express in Canada:

American Express in Canada operates as Amex Bank of Canada and Amex Canada Inc. Both are wholly owned subsidiaries of the New York based American Express Travel Related Services Company, Inc., the largest operating unit of the American Express Company. Amex Bank of Canada is the issuer of American Express Cards in Canada. Amex Canada Inc. operates the Corporate Travel, Travel Services Network and Travellers Cheques divisions in Canada. American Express opened its first offices in Toronto and Hamilton in 1853 and now employs 3,700 Canadians coast-to-coast.

SOURCE American Express

For further information: For further information: Jolene Price, Tel: (905) 474-8746, Email:; Michelle Cameirao on behalf of American Express Canada, Tel: (416) 644-2255, Email:

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