Amex broadens rewards program

February 5, 1996 by Patti Summerfield

American Express has expanded its Membership Rewards program to include about 200 reward options and several new partner companies.

Participants in the Membership Rewards program get one point for every dollar charged to their Amex card.

The points can be exchanged for frequent flyer points with partner airlines, which now includes Delta Airlines in addition to Canadian Airlines International and Continental Airlines.

Also new to the program is a frequent guest component, in which members can choose to turn their points into frequent guest points with two of the hotel partners, ITT Sheraton and Westin Hotels & Resorts.

On March 1, members will also be able to redeem points for airtime on the Cantel cellular network.

Susan Mandrake, vice-president of marketing, consumer services group, says other changes include the expansion of popular reward categories such as the number of participating golf courses, wineries and restaurants.

Ogilvy & Mather of Toronto, agency of record on the rewards business, has created a handbook to be sent to all program members.

This will be supported by magazine and newspaper advertising and increased weight for the Amex Membership Rewards tv spot which began airing last year.