American Express Middle East Relaunch
Objectives
  • ‘Re-launch’ American Express in the region
  • Ensure products are perceived as ‘front of wallet’ and ‘daily relevant’
  • Highlight security, reliability and benefits associated with AEMX cards
  • Support company’s ongoing acquisition of customers and merchant partners

Strategy
  • Developed new messaging
  • Generated awareness of AEME products & rewards programmes
  • CEO Positioning
  • Told the AMEX corporate story
  • Issues-led PR campaign, e.g. responsible lending
  • Launched CSR programme
  • Awards programme to gain third party endorsement

Results
  • 160 pieces of coverage in first six months of campaign, equating to a total perceived editorial value of US$1,424,206