American Express to launch ad campaign in Canada

American Express is set to launch its first major brand advertising campaign after almost a year in Canada. The campaign explores a fresh new perspective for the brand embodied in the theme of 'Realize The Potential'. '

Realize the Potential' will launch in Mexico, the UK, and Australia in addition to Canada. The campaign was developed by OgilvyOne Worldwide, with support in Canada from Neo@Ogilvy, MindShare, Momentum and Brees PR in a 360-degree marketing effort.

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 Denise Pickett, pesident and CEO, American Express 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," said Pickett.

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.

"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."