TITLE

AmEx chases new cardmembers

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article describes the launch of Blue, a card created by American Express Co. (AmEx) especially to facilitate shopping online and touted as the most ambitious financial services Internet effort, as of October 1999. AmEx purposefully chose to launch the card with a campaign that departed from the look of other AmEx advertising. The Blue launch includes a hip, futuristic advertising campaign that included sponsorship of a free rock concert in Central Park in New York. AmEx also traded on its brand identity for the August launch of Membership B@nking. The service offers money market and checking accounts, certificates of deposit and lines of credit. The new unit will consolidate the efforts of Visa to market digital wallets to online consumers, as well as help merchants and member banks establish secure electronic commerce links.
ACCESSION #
2369609

 

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