TITLE

New AmEx Blue card gets campaign aimed at small businesses

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
April 2000
SOURCE
Advertising Age;4/17/2000, Vol. 71 Issue 17, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article highlights the advertising campaign for Blue for Business, a new version of the Blue credit card from American Express Co. (AmEx) which will be launched in April 2000. The new card is intended for small-business owners and features the same capabilities with the Blue card. Ogilvy & Mather will handle print, online and outdoor advertising for the product, while Draft Worldwide will manage direct response TV advertising. AmEx also plans an event promotion in May which will be organized by Momentum. According to company executive Peter Vaughn, the similarity is intentional for the Blue for Business and Blue cards because the company is still in the process of building brand identity for the latter.
ACCESSION #
3011590

 

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