American Express Takes its Marketing Campaign to a New Level to Deliver 'More Access' to Entertainment

    - Media Partnership with Canwest the backbone of multimedia campaign -

    TORONTO, June 5 /CNW/ - American Express has launched the next phase of
its current marketing campaign, with a focus on entertainment, to deliver
unique access and premium experiences that drive American Express Cardmembers'
passions and pursuits. Consumers will enjoy ultimate access and VIP treatment
for fine dining, concert, film and theatre through events, digital content,
and the ever-popular Front Of The Line program. Entertainment enthusiasts will
also be privy to special footage, photos and interviews, popular TV show
content and new music releases. A strategic partnership with Canwest will
deliver "Ultimate Access" brand experiences to consumers through a new
industry-leading, multimedia marketing campaign.
    This next marketing phase heralds the evolution of the attention-grabbing
"More Than Just A Card" American Express advertising campaign that surfaced in
November 2007. It builds on the brand's established reputation for service,
quality and prestige to showcase the ultimate access privileges that American
Express delivers to its customers.
    "We are building on our marketing strategy of continually enhancing the
unique American Express experience our Cardmembers enjoy," says David Barnes,
Vice President of Communications, Advertising and Sponsorship, at American
Express Canada. "Through our partnership with Canwest and through
once-in-a-lifetime events planned over the next several months, Canadians will
be able to explore a world of entertainment possibilities."

    Canwest Partnership

    The Canwest partnership is a fully-integrated and interactive campaign
with print, broadcast and online advertising; event co-promotion across
various Canwest properties; and a digital component through
    The More Access Digital Channel brought to you by American Express
(, which launched nationally on May 31, is the first
entertainment digital channel dedicated to an advertiser on Canwest's property. Content will showcase American Express sponsorships,
branded events, promotions and special treatment experiences, as well as
unique content developed by Canwest. The American Express Hot List, to feature
top events and experiences, is a common thread across each content pillar -
entertainment, music, dining, film and theatre.

    Content and ultimate access highlights include:

    -   Web exclusive video footage from Canwest Broadcast
    -   Behind-the-scenes footage from shows such as Heroes and other Canwest
    -   MoreAccess with Shinan Govani of the National Post at the country's
        hottest events
    -   Breaking entertainment news
    -   Daily articles on theatre events and the latest movie and music
    -   Restaurant reviews from across Canada
    -   American Express concert ticket alerts

    Throughout the campaign, unique content from the More Access Digital
Channel brought to you by American Express will be broadcast monthly in Hot
List vignettes on Canwest television properties such as Global Television, E!
and HGTV, reporting on the American Express experiences taking place at music,
dining and other 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 Barnes. "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
    Those exciting offerings will include access to opportunities similar to
what American Express offered its Cardmembers when the rock group Bon Jovi
came to Toronto in December 2007. Cardmembers enjoyed a private sound check
experience with VIP seating, backstage access and a meeting with Jon Bon Jovi
himself. Cardmembers can look forward to many more of those opportunities
including the Lipstick Jungle Cocktail Luncheon with Candace Bushnell on
June 12 and something extra special to kick-off American Express' sponsorship
of Toronto's 2008 Summerlicious program.
    The "More Than Just A Card" campaign, developed by Ogilvy & Mather, is
part of an international campaign that has been released in countries
including the U.K., Italy, Mexico and Argentina.

    About American Express

    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.

    Note to editors and reporters - high resolution visuals for the
advertising campaign are available upon request.

For further information:

For further information: Lauren Dineen-Duarte, American Express Canada,
(905) 474-8169,; Aimee Lazarus, Hill and
Knowlton Canada, (416) 413-4601,

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