In 2021, with travel making a slow return to the US and the world, the travel credit card landscape was as crowded as ever. American Express decided to bring a modern update to their most popular, high-end travel card: The Platinum Card.

This campaign was designed to introduce existing Card Members to the reimagined Platinum Card and illustrate the value it could add to their Membership through its many new benefits.

The primary objective of this campaign was to increase Platinum Card New Accounts Acquired (NAA).

We wanted to convey through the creative that the Platinum Card was no longer only meant to reward the more monumental moments in your life, but also the smaller moments that happen every day. By leveraging aspirational travel imagery (which one would normally associate with the Platinum Card), and newer (but still high-end) lifestyle imagery, we were able to visually tell the story that the Platinum Card could now reward – and elevate – almost every moment of a Card Member’s daily routine, while still bringing forth some of the best travel benefits available in the credit card space.

Cross Sell DM Trigger Segments and Behaviors:

TRAVEL RELATED SPEND

Airline Record of Charge (ROC)

Lodging ROC

Foreign ROC

DINING SPEND

Dining ROC

UBER

DIGITAL RETARGETING (PAGE VISITS)

Amex Travel Page Visit OR Amex Platinum Page

Upgrade Email and DM triggers:

TRAVEL RELATED SPEND

Airline (ROC)

Lodging ROC

Car Rental Spend

LIFESTYLE BEHAVIOR

Dining ROC

Single ROC

Luxury ROC

Entertainment Spend

Health & Spa Spend

TRANSPORTATION

Taxicab ROC

Lyft/ Juno/ Gett/ Via Roc

CARD ENGAGEMENT

Amex offer redemption

Amex offer enrollment

MR redemption

MYCA App Download

EXTERNAL BEHAVIOR

Balance Increase

Utilization Increase

Open Trade

External loans

TARGET AUDIENCE:

The target audience for this campaign were all American Express Consumer Card Members without a Platinum Card.

APPROACH:

Appeal to Card Members’ desire to live the way they travel with Platinum – in an elevated, convenient, premium way with rewards for every moment.

CALL TO ACTION:

Upgrade

Apply Today

IMPLEMENTATION:

Email and Direct Mail

TIMELINE

Creation and development of the creative: 2 and a half months.

Campaign / Type Timeline

X-Sell DM / Trigger: July ’21 – November ’21

Upgrade EM / Trigger: July ’21 – November ’21

Upgrade DM / Trigger: July ’21 – November ’21

PLACEMENT

United States

SCALE

Campaign / Type Mail Volume

X-Sell DM / Trigger - 5,816,563

Upgrade EM / Trigger - 2,072,486

Upgrade DM / Trigger - 2,208,587

Campaign NAA(New Accounts Acquired) Incremental Revenue

X-Sell DM / Trigger - 5,903 $6,634,972

Upgrade EM / Trigger- 6,809 $5,760,414

Upgrade DM / Trigger- 4,707 $3,982,122

Campaign / Type Response Rate

X-Sell DM / Trigger 0.10%

Upgrade EM / Trigger 0.33%

Upgrade DM / Trigger 0.21%