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Outrageous service takes centre stage for American Express brand


American Express Canada refreshes award-winning Realize the Potential campaign

TORONTO, March 28, 2013 /CNW/ - American Express has long been known for its outrageous service - exceeding Cardmembers' needs, enriching their lives, and making them feel like more than just a customer. On April 1(st), American Express Canada will bring the concept of outrageous service to life in the next phase of the company's award-winning brand campaign.

The multi-channel campaign colourfully tells the real stories of how the company globally goes above and beyond for its Cardmembers. These stories are as varied as unforgettable evenings out, medical cases sorted abroad, to the much loved and valued items repaired or replaced each year. 

The next chapter of the brand's 'Realize the Potential' campaign, which launched in October 2009, includes TV, print, digital and social over the course of 2013. Elements will also roll out across multiple international markets.

As part of the wider creative campaign, two new television commercials have been created by the team at Ogilvy & Mather, who worked with Parisian animators Kuntzel and Deygas (whose credits include the film titles 'Catch Me If You Can' and 'The Pink Panther'). The two 30 second and three 15 second spots tell the story of the premium service that American Express delivers to its Cardmembers daily.

Running alongside the new television commercials, additional standalone creative has been produced for digital, and print that also capture real life stories of American Express' daily above-and-beyond service globally, and bring to life the sheer scale of the 'no-worries-it's-sorted' requests the company handles on behalf of its Cardmembers each year¹.

"Giving our customers special attention is in the DNA of our business, and we're inspired by our Cardmember stories every day. We thought, there was no better way to bring to life what we do daily than by sharing stories in our signature, visually evocative, colourful way," says David Barnes, Vice President of Advertising, Communications and Sponsorship at American Express Canada. "Our brand campaign is all about going above-and-beyond and putting our Cardmembers at the heart of everything we do."

The multimedia campaign will be supported in Canada by OgilvyOne Worldwide, MindShare and High Road Communications.

Notes to editor:

¹The facts and figures (globally) below illustrate the premium service provided daily by American Express, putting the customer at the heart of everything they do:


    --  Purchase protection - 142,308 claims resolved each year
    --  Travel Membership Rewards - 1,176 destinations Amex points can
        send you to
    --  Access - Millions of event tickets each year
    --  Global Assist - Medical - 12,732 medical cases sorted abroad
        each year
    --  Global Assist - ECR - 3,716,293 emergency card replacements
        within 48 hours provided every year
    --  24/7 assistance - 116 questions answered by Amex per minute.
        That equates to 63,597,600 calls answered over the course of a
        year

About American Express Canada
American Express in Canada operates as Amex Bank of Canada and Amex Canada 
Inc. Both are wholly owned subsidiaries of the New York based American Express 
Travel Related Services Company, Inc., the largest operating unit of the 
American Express Company. Amex Bank of Canada is the issuer of American 
Express charge and credit cards, with outstanding products like the American 
Express® Gold Rewards Card, and the American Express® AIR MILES® Platinum 
Card. Amex Canada Inc. operates the Corporate Travel and Travellers Cheques 
divisions in Canada. American Express opened its first offices in Toronto and 
Hamilton in 1853 and now employs 3,700 Canadians coast-to-coast. For more 
information, visit www.Facebook.com/AmericanExpressCanada.

Amanda Betti, American Express Canada, 905-474-7903 or amanda.betti1@aexp.com

Richelle Robillard, High Road Communications on behalf of American  Express 
Canada, 416.368.8348 Ext. 82209 or richelle.robillard@highroad.com

Video with caption: "VIDEO: On April 1st Amex will re-launch the Realize the 
Potential campaign including new TV commercials like this one. Amex is able to 
put our Cardmembers in touch with doctors who speak their language while 
travelling almost anywhere around the world..". Video available at:  
http://youtu.be/eUB9F2jtsUc

Video with caption: "VIDEO:  As part of the next phase of the iconic Realize 
the Potential campaign Amex is launching new creative like this television 
commercial showing how Amex provides rock and roll service every day from 
access to tickets to arranging special experiences for Cardmembers to actually 
meet the band.". Video available at:  http://youtu.be/qglToVx799w

Video with caption: "VIDEO: The re-launch of the Amex Realize the Potential 
Campaign includes new 15-second and 30-second TV ads. Through purchase 
protection, Amex insures eligible goods against accidental physical damage and 
theft.". Video available at:  http://youtu.be/rOVr1cX6C7c

SOURCE: American Express

To view this news release in HTML formatting, please use the following URL: 
http://www.newswire.ca/en/releases/archive/March2013/28/c9028.html

CO: American Express
ST: Ontario
NI: FIN NP 

-0- Mar/28/2013 11:00 GMT

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