Savvy travel underscores the new American Express-Delta co-branded ad campaign “If You Travel, You Know (IYTYK).”
It builds on new findings by Amex Travel’s Global Travel Trends Report, which found a majority of those surveyed expect to spend the same or more on travel this year.
The creative, dentsu mcgarreybowen, shows how travel enhances our sensibilities, via colorful destinations, such as Italy and Spain. And it’s there to enjoy, using the Delta SkyMiles Amex card.
The spots’ voiceover is courtesy of Emily Hampshire (“Schitt’s Creek”), who has a dry, in-the-know delivery, ideal for the target audience: millennial cardholders who prize themselves on a familiarity with cuisine — cappuccino in the a.m., espresso in the p.m. — and when you eat pizza with a knife and fork.
Another campaign plus is the partnership with Atlas Obscura. The travel guide’s app lets cardholders take a quiz to discover which travel archetype they are, then receive travel recs based on the results.
Amex and Delta also offer exclusive airport lounge access, the ability to earn miles every time you make a purchase, adding to the “you know” message.
The work runs cross-platform — streaming, digital, OOH, social and editorial content in Conde Nast and Vox pubs.