AMEX New Marketing Campaign - "Realize the potential"

1. AMEX new marketing campaign by
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2. AMEX new marketing campaign by
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3. AMEX new marketing campaign by
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4. “Realize the Potential” on
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5. AMEX goes on offensive in Canada
"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“
"Rewards really does drive a lot of
the industry in Canada“
Amex Canada president
Denise Pickett
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6. Created by AMEX Integrated Marketing
Communication (IMC) Program:
Specifying the IMC objectives – for Amex it is “to gain
competitive advantage”
Identifying the target audience – younger people, Canada,
Mexico, UK
Setting the budget – multi-million
Selecting IMC promotional tools - direct response
advertising, online marketing, sales promotions (rewards)
and PR
Designing the IMC promotion to provide a consistent
message to target audience across promotional tools.
Scheduling the IMC elements – started October 12, 2009
AMEX new marketing campaign by
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