American Express Canada: Revitalizing the Airport as an acquisition channel
Category: SME-Manufacturer: Awareness/Trial
Brand/client: American Express Canada / American Express Bank of Canada
Lead agency: Ogilvy & Mather
Contributing agencies: High Road Communications, Greater Toronto Airport Authority and Mindshare
State of the marketplace & brand's business
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: a steady weakening of Platinum Card applications.