American Express launches its latest global ad campaign, “Member When”


 


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ABOUT THE CAMPAIGN & NOTEWORTHY ELEMENTS:

The campaign will launch with a :60 second spot, “Always a Story to Tell”, which will run in the United States as well as :30 and :15 second spots that will run in the United States, United Kingdom, Canada and Mexico.

Knowing that Card Members are looking to get back to the experiences they love and miss, the campaign creative is centered around dining, entertainment and travel — three pillars where American Express delivers on its Card Members passion points.

In the spot, several vignettes are seen through the eyes of Card Members, reminiscing on cherished moments and experiences and looking forward to what might be ahead.

 

PROMOTING THE CREATIVE

The ad campaign will debut on the evening of Monday, May 9 during the NBA Playoffs second round games, as well as in key programming throughout the week across ABC & NBC channels.

The campaign will also be featured throughout the NBA Playoffs with the “The Member When Play of the Game,” showcasing the most epic plays from playoff action courtesy of American Express, the Official Card of the NBA, as well as a Twitter timeline takeover timed to the NBA playoffs as well.

Following launch, the integrated campaign will begin rolling out further across TV spots, online video, social, streaming podcasts, OOH advertising in high-impact locations, streaming/connected TV including Hulu, HBO Max, Peacock, and more.

 

DINING, ENTERTAINMENT, TRAVEL

Dining: Since acquiring Resy, we’ve invested in developing our Global Dining Access by Resy program, a new Dining benefit that gives eligible American Express Card Members special access to some of the world’s most sought-after restaurants, directly from Resy. From hard-to-get reservations to unique dining events, exciting experiences in your city – and beyond – Amex and Resy make access to these dining experiences just a few taps away.

In the last few years we’ve increased the number of diners on the platform by almost 3x, increased the number of restaurants by close to 4x and close to tripled the number of diners who’ve reserved and dined at Resy restaurants.

Entertainment: American Express Card Members receive exclusive early access to presales and dedicated tickets to some of the most talked about events in sports, music, theater across the country. In addition to tickets, Card Members have exclusive access and best-in-class benefits at many of their favorite shows and events to enhance their fan experience, including dedicated entrances, complimentary coat check, exclusive speakeasy access and more to help make every moment truly unforgettable.

Travel: We provide Card Members with world-class service and added value throughout their entire travel experience. Eligible Card Members are able to access one-of-a-kind benefits including 24/7 access to our 4,500 expert travel consultants to assist with all aspects of planning a trip, access to The American Express Global Lounge Collection, exclusive air and lodging programs such as the International Airline Program, Fine Hotels + Resorts, and more.

According to our latest Investor’s Day report, travel and entertainment spend are at about 80% of pre-pandemic levels. Not only that, this area has helped to attract new customers too. As of March 2022, Millennial and Gen Z customers represented about 60% of the new consumer accounts that were acquired globally in 2021, with entertainment and sports programming having helped to engage existing customers and attract the next generation. 



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