Eat. Live. Earn. The ChoicePlus Card from American Express Puts You in Charge of Your Rewards

American Express launches Card to suit Canadians' diverse lifestyles with the ChoicePlus Card from American Express

TORONTO, Nov. 5, 2012 /CNW/ - There was a sigh of relief across Canada today as diners, travellers, and fashionistas welcomed the new ChoicePlus Card from American Express™. With the power to choose placed into their hands, points collectors can now decide where they want to earn extra rewards - from the food aisle to the shoe store. This new concept in loyalty rewards focuses on personalization, allowing Cardmembers to choose where they want to earn double points from a select list of American Express merchants.

"With customer service at the forefront of the our brand, we are always evolving  and expanding our programs and products to better meet our Cardmembers' needs, and see this new Card as a fresh approach for the industry," says Jennifer Hawkins, General Manager  and Vice President, Consumer Products and Partnerships, American Express Canada. "The new Card is designed to meet the lifestyle of today's younger consumer, who's looking for customizable products and services that complement their way of life."

With more than 100 places to choose from across categories such as home and entertainment, retail and fashion, grocery and dining, travel and everyday expenses, ChoicePlus Cardmembers can earn extra points by spending at the five places that fit their unique lifestyle.  In addition to earning points on every dollar in eligible purchases spent on the Card, Cardmembers can choose the five places they shop at most with American Express to earn double points. That could mean being rewarded for renovating their home or spicing up their wardrobe, dining out or ordering in, and talking that holiday they've been planning for.

"What I love about this Card is the ability to customize where I earn double points and collect points at the places I shop most," says Ali de Bold, founder of "We're not one-size-fits-all consumers, so I love products that don't put me in a box."

Reward points can be redeemed easily though the Choice by Membership Rewards® collection. With a range of redemption options in travel, shopping, dining and entertainment, Cardmembers can choose how they want to reward themselves.

"This means Cardmembers can turn their daily latte or dinner out with friends into a variety of different rewards they love," says Hawkins. "Designed to work for each individual Cardmember, this Card offers an abundance of choice for consumers to choose how they earn extra points."

For an annual fee of $65, the ChoicePlus Card from American Express offers two points for every dollar in eligible purchases charged to the Card at the Cardmember's chosen five retailers, and one point per dollar spent everywhere else.  A Welcome Bonus of 7,500 points will be applied on first use of the Card, enough for a $50 gift card at a wide range of retailers like Holt Renfrew, The Home Depot, The Keg and more. The Card also has a related product, The Choice Card from American Express. This no-fee Card offers a Welcome Bonus of 1,500 points on first use, as well as an earn rate of one point for every dollar spent on eligible purchases at the chosen five retailers and one point for every two dollars spent everywhere else.

The ChoicePlus Card from American Express is available starting November 5, 2012. For more information or to apply, please visit or call 1-888-261-2639 (AMEX)

About American Express 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 charge and credit cards, with outstanding products like the American Express® Gold Rewards Card, and the American Express® AeroplanPlus® Gold Card. Amex Canada Inc. operates the Corporate Travel 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. For more information, visit

SOURCE: American Express

For further information:

Kate Weersink, on behalf of American Express Canada, (416) 644-2241,;
Keri MacLellan, American Express Canada, (905) 474-8850,

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