American Express Targets Fashion, Travel and Sports Sponsorships to Reach Influencers - Promo Magazine

Live from ANA: Amex Targets Customers on the Web

The credit card company is targeting fashion, travel and sports sponsorships as it aims for consumers who are “influencers” or “trend followers” with the common goal of seeking unique experiences, Claire Bennett, American Express senior vice president of global marketing, said at the Association of National Advertisers Brand Innovation Conference in New York yesterday.

By: Richard Tedesco

More than a century removed from its origins as a freight hauler, American Express is a major mover in cyberspace to enhance its profile with customers.

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In the realm of haute couture, AmEx launched its own fashion network online earlier this year to provide an insider’s perspective on Mercedes-Benz Fashion Week in New York, from the models on the catwalks to interviews with the designers behind the scenes. Customers get a shot at attending some of those fashion shows due to Amex’s sponsorship.

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In the entertainment vein, Amex also streamed exclusive Webisodes featuring comedian Jerry Seinfeld on its site four years ago.

Bennett said at first blush, Amex’s promotional concepts might have been tough sells if seen from a short-term perspective.

“Most of the ideas I had would not be ROI- positive in the short run, but were ROI-positive in the long run,” she said.