American Express Canada: Cloud 10 - Revitalizing the airport as an acquisition channel

This case study demonstrates how American Express, the financial services provider, proved the link between its Platinum Card product and premium travel experiences by revitalising the airport as a sales channel, and grew applications in Canada as a result.

American Express Canada: Cloud 10 - Revitalizing the airport as an acquisition channel

Ogilvy & Mather

Situation analysis

Overall assessment

"The definition of insanity is doing the same thing over and over and expecting different results."

Albert Einstein

Platinum Card losing its luster

American Express's premium card franchise had been lagging in Canada for some time. The reasons were several: slow but steady increases in our annual fees; intensifying competitive card offers with me-too benefits and impressive media spends; and a perceptual weakening of the historic link between American Express and premium travel value. The result was all too clear:...

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