American Express is rolling out a new campaign across Canada, intended to help businesses reach out to their communities and let them know that they are open for everyone.
Called “Always Welcome,” the campaign here is an extension of the credit card brand’s work in other markets, including in the U.S., where it launched in late 2021, but also a long list of small business-focused campaigns in Canada.
For the new Canadian campaign, the financial services company has paired with Anishinaabe woodlands artist Blake Angeconeb – and leaned into animation for the first time as a brand – to extend its message through social.
“When we saw how dynamic, colourful and playful Blake’s art is, it lended itself naturally to animation,” says Gerardo Welter, VP of marketing for Amex. “So we leaned into that trending format, where art comes to life through animation, to get the effect that the artwork is being created right before the viewer’s eyes.”
As with past campaigns, the brand has prioritized social with this effort, because “that’s the way we communicate with our cardholders and customers.”
“We need to be where they are and find new ways to stay relevant, and social is the place where we are finding more interactions today, especially with the younger generation who are coming onboard,” explains Welter.
Still, there is a heavy OOH component to the campaign – Amex is giving away free signage that conveys the “Always Welcome” message and features Angeconeb’s art to all businesses that accept Amex nationwide.
“Signage is often the first point of interaction customers have with a business, so it can be a simple and effective way to communicate what’s important,” says Welter. “The message behind ‘Always Welcome’ is to help businesses let their customers know they are welcome. The end goal is to help local communities feel connected.”
The campaign is also being realized through face-to-face merchant visits, placements at key industry events, and presence in e-newsletters and on key webpages.
North Strategic handled PR for the campaign.
