News Releases
All press releases and other information listed below were, to the best of American Express knowledge, timely and accurate when issued. However, the passage of time can render information stale, and you should not rely on the continued accuracy of any such material beyond the date of issuance. American Express has no responsibility to update any information contained in any such material. All viewers should carefully check the dates of issuance of the material contained in the American Express site.
- New campaign articulates the breadth of services available to
Cardmembers -
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
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
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
"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 www.americanexpress.ca/potential, which will go live when the campaign launches on
Selection of creative executions available upon request.
About American Express in Canada:
American Express in