American Express ad campaign aims for image change

By Vanessa Tripodi

"'My life, my card." Not anymore, Australia, as American Express replaces the likes of Jerry Seinfeld, Tiger Woods, Robert de Niro and even Kate Winslet to make way for a new image and an upgraded style, taking it out of the boardroom and into the everyday.

American Express campaign
The "My life, my card" campaign is now four years old and being replaced by a multimillion dollar global revitalisation of the American Express brand with "Realise Your Potential." American Express has realised that the image of its brand as the choice for corporates in suits who live a jet-setting lifestyle and dine in overly posh restaurants is limiting to the customer base. Therefore, American Express is working to promote its range of cards for everyday use, as well as making sure people realise they are getting more than just a credit card.

American Express's vice president of brand, loyalty and rewards, Corrina Davison, has said, "We are trying to move it away from celebrities and make it more personal by talking directly to individuals." The company realised that its customers were becoming less interested in making high status purchases, and more interested in life experiences such as travel, leisure and spending time with family and friends.

Image of American Express in Australia
American Express has done a lot to perpetuate the use of its cards for travel and expensive dinners. As a result, that image has stuck quite strongly in the minds of Australians. In promoting the rewards programs of the American Express range of cards, the company will go some way to removing the stereotype of the corporate card, allowing more people to take advantage of one of the best rewards programs in Australia.

In Australia, American Express dominates the corporate card and small business market, which can seem to further remove it from the realm of everyday credit card. The stigma of high surcharge fees on American Express transactions has also led a lot of Australians to see the cards as inaccessible and unsuitable for their lifestyle, not to mention the impression that not all retailers, stores or businesses will accept American Express card payments.

Interchange Fees and acceptance of American Express in Australia
Australian merchants are not required by law to advise you of a surcharge for using your American Express card; however, very few will actually pass on the slightly higher interchange fees. Where a merchant may be charged around 1 or 2 percent when processing a Visa or Mastercard transaction, the American Express interchange fee is usually only around 2 or 3 percent. This means, since merchants have long absorbed the cost of accepting Visa and Mastercard transactions as the cost of doing business, many absorb the slightly higher costs for American Express, too. For those still worried about surcharges being applied to their American Express transactions, simply exercise a little diligence as your transaction is being processed and you'll notice if any extra charges are applied.

American Express is also widely accepted in Australia, and, while Mastercard and Visa dominate the credit card market, American Express is close behind with 13 percent of the market share. Therefore, you will find more and more outlets around the country are just as happy to accept American Express as the previously more dominant cards.

Due to its long running association with high-powered business and corporate lifestyles, American Express has also created a more prestigious and illusive image for its credit card holders. Luckily for the everyday Aussie, American Express is willing to fill you in on the rewards and benefits which come with its credit cards and let you in on its secret.

Artcile by Vanessa Tripodi 

Published: October 22, 2009