A high impact, single-minded campaign that surrounds our target. Leveraging target insights, we got to our creative idea of “Earn Faster. Get Closer”. It simply and clearly conveys our key differentiator - accelerated earning of Aeroplan Miles. We surrounded our target with this message through DRTV, on-page tactical print, press and in-flight inserts, kiosks at airports, Aeroplan member channels, web banners, direct mail and more. And, to create and maximize campaign synergies, we secured the support of an awareness campaign.

The 360 degree integration of the creative idea has given the campaign impact beyond our investment. The campaign launched January 14, 2004. Preliminary results are outstanding. We have exceeded our launch objectives by over 35%. However, the most important measure of success is increasing share of the high value segment. We have acquired 473% more American Express AeroplanPlus Platinum Cardmembers than projected. A higher mix of Platinum Cards in the portfolio means a significantly greater impact to Amex’s bottom line.