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American Express Launches Campaign to Help Cardmembers Experience the Possibilities of its Membership Rewards® Program


Campaign Illustrates How Membership Rewards Points Are a “Social Currency” for a Social World


American Express launches an integrated marketing campaign today showcasing the possibilities that exist within its Membership Rewards program, with a focus on demonstrating how points are a “Social Currency” that when redeemed help Cardmembers connect to the people, experiences and things they love. The campaign – under the company’s tagline “Realize the Potential(TM)” – breaks in national print publications today. Television and online ads are scheduled to debut in April.

Coinciding with today’s launch is a new dedicated tab for Membership Rewards on the American Express Facebook page. On the tab, Cardmembers can share with their communities what items or experiences they have redeemed Membership Rewards points for and take advantage of special weekly offers such as a Flip UltraHD(TM) Video Camera being offered at 50 percent off the regular Membership Rewards redemption rate.

“At American Express, we have been connecting consumers with memorable experiences since we first introduced the Membership Rewards program more than 20 years ago,” said John Hayes, Chief Marketing Officer, American Express. “Now we are bringing that into our increasingly online and connected world by encouraging consumers to think about Membership Rewards points as a form of ‘Social Currency’ that facilitates real-life experiences.”

The Membership Rewards program was a first of its kind program when it launched 20 years ago and over time has continued to innovate through new partners, categories and features. The program offers more than a million rewards from over 500 brands and millions of Cardmembers have redeemed points for a variety of merchandise and experiences – from movie tickets to trips to some of the world’s finest resorts.

“This new campaign allows us to showcase the Membership Rewards program while helping to educate consumers about how rewards points can be redeemed for millions of options, from a safari adventure with your family to online games,” said Lynne Biggar, Executive Vice President and General Manager, Membership Rewards.

The initial print ads introduce the concept of Membership Rewards points as a “Social Currency” by using simple illustrations to show how points can be used for experiences on both ends of the social and digital spectrum – from going to the movies with friends, to downloading a movie to a personal mobile device. Subsequent television ads will use iconography typically seen in the social networking space and juxtapose them with real world examples of how Membership Rewards points can be used.

The marketing campaign launches today with a print advertisement in The Wall Street Journal. On March 18, print advertisements will run in additional national newspapers and magazine publications, including The New York Times, Entertainment Weekly, Vanity Fair, ESPN and The New Yorker. Television advertising will begin to air on major broadcast and cable stations such as NBC, ABC, CBS, FOX, CNN, Bravo and OWN in April. The digital element of the campaign will coincide with the launch of TV and include Hulu, Blip.TV and BrightRoll, as well as iPad ads for Vanity Fair, Marie Claire and Esquire.

About The Membership Rewards Program
The Membership Rewards program from American Express offers more than a million rewards from over 500 brands. The program allows Cardmembers to earn one point for virtually every dollar charged on eligible, enrolled American Express Cards, with many opportunities to earn points faster. Membership Rewards points are redeemable in a wide selection of reward categories. Points have no expiration date, and there is no limit on the number of points a Cardmember can earn. For more information about the Membership Rewards program, Cardmembers can visit:

About American Express
American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at


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