• Adweek, Monday, April 9, 2007 11:45 AM

American Express is rolling out a new campaign to introduce the tagline, "Are you a cardmember?" TV, print and outdoor ads tout the benefits that AmEx offers its holders, including the option to use points to purchase plane tickets online. The first TV spot, featuring snowboarder Shaun White, breaks Monday.

Print ads show AmEx answers to questions that strt with "Are you..." One asks, "Are you arriving in Dallas to find your bags are in Uzbekistan? Or, "Are you glad you have complimentary baggage insurance?" Spending for the new campaign was not disclosed, but the company spends $400-$500 million in measured media each year, according to Nielsen Monitor-Plus.

"The new campaign continues the tradition of defining the value of belonging to the American Express community by showcasing some of our most exceptional cardmembers, and the ways in which membership works for them," says AmEx chief marketing officer John Hayes. "But the challenge we put forward in our latest campaign ('Are you a Cardmember?') not only reaffirms for existing members why they belong, it calls to non-members to consider becoming a cardmember."

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