American Express Canada has launched the national “Built for Business Owners” campaign in support of its new Business Gold Rewards card.
The new card was created to better service Canadian small- and medium-sized businesses, said Eric Nielsen, vice-president small business services.
“What business owners will realize is that when they interact with American Express, there are certain individuals there that will understand what small business is and who they are,” said Nielsen.
The card offers business services, like quarterly business management reports to keep track of who’s spending what, discounts at FedEx and Hertz, as well as security and insurance.
Users can also transfer their business rewards into Aeroplan Miles or pay for all or part of a trip of vacation package with points.
American Express is supporting its gold reward card with television, radio and print ads created by Ogilvy & Mather and online ads developed by the agency’s digital and direct media division, Neo.
The creative takes a “straight talk” approach, which simply lists the cards services to effectively communicate to busy business owners who want the facts, said Nielsen.
“The value we bring is pretty transparent with this product, and we’re simply telling them the facts—pretty straightforward and to the point,” he said.
In addition, the company has significant presence in The Globe and Mail’s online and print version of “The Breakthrough”—a section that profiles Canadian entrepreneurs.
The campaign launched earlier this week and will run indefinitely. Mindshare handled the media buy.
