American Express Canada
Overview
The American Express Card continues to carry the caché of privilege. This image is reinforced by “Ultimate Access” programs such as Early on Sale, Front of the Line and other Cardmember advantages. To expand its market, Amex Canada Inc. is shifting its communications emphasis from a Cardmember focus to a Prospect focus.
The strategy includes driving reappraisal by generating consumer demand via pull programs, and generating awareness, relevance and desire for the brand. The opportunity existed to present the premier of the Dinner in the Sky experience in Canada. This never-been-done-before event offered a taste of “Access” to Prospects by providing an exciting and unique experience.
Campaign Objectives
The objectives for Amex’s Dinner in the Sky were:
- Drive reappraisal by generating consumer demand via a pull program
- Generate awareness, relevance and desire for the brand
- Demonstrate the concept of “Access” to prospects in a tangible manner, specifically providing a great experience around a key Prospect passion point, dining.
Campaign Description
Planning for Dinner in the Sky began in April, 2008. This would be an innovative, buzz-worthy and unmatchable event – a dining experience 150 feet above downtown Toronto at Dundas Square. Twenty- two lifts were planned, featuring gourmet cuisine and appearances by celebrity chefs. The event was scheduled for July 2nd and 3rd, 2008, strategically timed to launch Amex’s annual Summerlicious Dining Access program.
On June 24th, reservation hotlines opened immediately after an e-mail blast via Front of the Line e-Updates (102,000) and Cardmember list (160,000). Cardmember seats were filled within 3 hours, and General Public Seats filled in 6.5 hours. Hits to thewww.americanexpressmyplanet.ca hub page spiked 7,000% on the first day of the hotline.
Banner print ads ran in Globe and Mail, National Post and Toronto Star on June 25th & 26th. In addition to the paid ads, the event was covered in articles in the Toronto Sun on June 25th (print & online), National Post on June 28th, and Globe and Mail on July 1st (print & online).
On the first morning of the event, there was broadcast coverage in a Global News Morning segment, as part of a partnership with CanWest. Also that morning, a Street Team distributed 5000 promo cards in the downtown business district.
At Dundas Square, a VIP lounge with complimentary non-alcoholic refreshments was provided at ground level for those awaiting their seating. Prospects had access to a 30-minute, 1-course table lift. This was a great opportunity for Prospects to sample the brand and experience what it is like to be a Cardmember.
Cardmembers had additional VIP treatment: a 1-hour, 3-course table lift, Valet Parking and access to standby seats on-site for themselves and a guest. Each lift had 2 seats reserved for standbys. A special lift was arranged for Amex high value Cardmembers, hosted by Denise Pickett, President and CEO of American Express Canada.
There was also a Green Screen Photo Experience – the chance to “star in your very own Amex ad” which engaged the public with the brand advertising campaign. Every diner also had a souvenir photo of the experience taken upon touchdown.
The first two lifts on Day One targeted media and PR, starting at 12:30 PM. There were nine lifts, with the last beginning at 9:45 PM. Day Two saw 13 lifts, beginning at 7:00 AM and ending at 6:30 PM. This included a Breakfast Television lift at 7:55 AM.
Results
Pre-Event
- 7,000% increase in visits to www.americanexpressmyplanet.ca on June 24th (12,732 visits)
- Toronto Sun June 25th print and online: 1,104,799 impressions (unpaid)
- Globe and Mail July 1st print and online: 2,222,975 impressions (unpaid)
- Global News Morning Segment July 2: 220,000 impressions (unpaid)
Event
- Event was sold out. 35 media outlets and bloggers attended :
- Print (National Post, Globe and Mail, Toronto Sun, Marketing Magazine, Toronto Star, Toronto Life, More Magazine, Wish, Glow, Canadian Press );
- Broadcast (ET Canada, CFRB-AM, Toronto Living/Toronto Dining, Global TV, CityTV, CBMF-FM, CH TV, E! News, Breakfast Television, Q107, UberGuide, MTV, CTV);
- Online – General (Toronto.com, Canoe.ca, Suite101.com, Sympatico/MSN, Torontoist);
- Online – Blogs (BlogTO, CheapEats Toronto Blog, Shedoesthecity, Topleftpixel, Photojunkie, TasteTO)
- Breakfast Television broadcasts live segment s from the table– July 3 am
- Walk-by spectators – 10,000 over 2 days
- Testimonials collected - 100% positive
- Green Screen photo experience open to the public, “Star in your own American Express ad” directly engaged the public with the brand advertising campaign
- Front of the Line e-Update sign-up opportunities for public
- Card acquisitions team on-site: 56 new card acquisitions over 2 days
Post Event
Overwhelming Press coverage.
- 33,533,480 impressions with traditional media
- Full page articles in all major dailies (National Post, Toronto Star, Globe & Mail) and all major broadcast news, radio and online outlets.
- Non-traditional media coverage included 21 blogs, 3 YouTube posts with 1,259 views, 112 Flickr image posts and 30 tweets on Twitter with 75,462 readership (Flickr plus Twitter).
- Traditional media qualitative: 76% Amex mentioned; 95% key message inclusion. Of articles mentioning Amex, %100 were exclusive. 100% of coverage positive in tone. Overall MRP score of 86%.
- Blogs qualitative: 66% Amex mentioned; 88% key message inclusion; 83% image or photo inclusion; 66% included a link or call to action; 100% positive in tone. Overall score of 80.6%.
- Digital: 3 YouTube posts with 1,259 views & 34 Flickr image posts with 9,965 views as of 7/25