Amex Condenses Member Benefits Into One October Week

If there is one thing American Express innately understands, it's how to foster and incentivize relationships and brand loyalty with its cardmembers. As a sign of the financial services brand’s careful, constant courtship, it’s hosting Member Week, a curated and immersive list of experiences, discounts and perks being offered to its users from Oct. 10-14. A continuation of its “Member When” campaign launched in May, Member Week will once again focus on providing unique offerings only accessible for a limited time and through American Express’s partnerships. Each day will focus on different experiences: shopping on Monday, dining on Tuesday, entertainment on Wednesday, travel on Thursday and wellness on Friday. T Brand Studio and American Express Podcast Reaches No. 1 in the Apple Careers Podcast Chart The campaign is running on digital out-of-home and across Amex’s social channels, plus influencer marketing. People can also visit an installation inside The Oculus in New York that’s designed to look like the American Express logo. The Blue Box features an overview of the offers and experiences cardmembers can expect during Member Week. “Member Week is a moment to put the spotlight on why American Express is the ultimate lifestyle companion for consumers and small business cardmembers, along with Amex-accepting merchants,” Stacy Poritzky, vp of enterprise brand and marketing strategy at American Express, told Adweek. Amex’s member-able promises Amex’s underlying identity is centered on exclusivity. That idea of special access is reflected in how it celebrates both is customers and clients. For example, members will receive discounts through Amex retail partners such as Under Armour and Dell. There’s the promise of securing hard-to-book reservations at popular restaurants and receiving dining credits through its subsidiary Resy. Members also have a chance to attend a one-night-only performance by Jack Harlow and get presale access to Coachella 2023. They will also be able to book their next “member-able” trip through select airline, hotel, cruise and tour partners, and access exclusive offers from Calm and Equinox to ostensibly recover physically and mentally from the sensory overload of it all. For members unable to attend Harlow’s concert in-person, Amex will be livestreaming the performance on Twitch. Harlow also partnered with the company to curate a list of his favorite local artists and restaurants from his native Louisville, Ky., for an immersive experience. “We are using this week to amplify all the value that comes from being #withAmex all year long,” Poritzky said. Recent research disclosed in the company’s Q2 earnings found that Gen Z and millennials have become increasingly active cardmembers. Amex reported 48% growth in spending by younger consumers that is outpacing older generations. Retail therapy For Amex, having artists such Harlow—and previously Harry Styles and Lizzo—is undoubtedly a huge draw for these generations. The company points to Gen Z and millennials as its fastest growing age cohort. The combined age groups currently represent 60% of all new consumer cardmembers acquired globally, and around 75% of new U.S. gold and platinum members. “We’ve seen first hand that our Gen Z and millennial cardmembers have placed an emphasis on entertainment and travel,” Poritzky said. “Travel and entertainment spending was up 121% globally year-over-year in Q1, driven by strong growth in consumer travel spending, reaching pre-pandemic levels globally for the first time in April.” Recent data from Resy and American Express cites a 75% increase in the number of diners seated between January and July of 2022, and travel and entertainment spending reportedly exceeded pre-pandemic spending levels in April 2022, with an increase of 8% since 2019 and a rise of 30% across Q2 of this year. While the week promises a host of retail therapy opportunities, it is arguably the feeling of going behind a blue velvet rope of tangible bespoke experiences that will leave a lingering impression on cardholders in a space otherwise saturated with confusing "points" jargon. “We want members—and future cardmembers—to understand the powerful backing and access one can only get when they are with Amex,” Poritzky said. “As we like to say, we’re creating ‘Member-able moments’ because when you’re with Amex, it’s not a question of if it’s going to happen, but when it’s going to happen.” If You Know, They Know: Delta and American Express Ads Reward Travel Insiders

Branding

Amex Wants to Make One Week in October 'Member-Able'

The financial services brand is celebrating as more young consumers use their cards to dine out, travel and shop

Leslie Blount

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Leslie Blount