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Credit Cards Latest News American Express looks to broaden credit card appeal
Credit Cards Latest News American Express looks to broaden credit card appeal American Express looks to broaden credit card appeal
Moves by American Express will see the lender attempt to increase the popularity of its credit card product range.
A new advertising campaign from American Express is set to focus on the everyday appeal of credit card purchases.The Sydney Morning Herald reported that the new ads mark a shift in the credit card firm's marketing approach.
Its previous campaign, which ran for four years, starred celebrities including UK actress Kate Winslet and was focused on status purchases such as holidays and entertainment.
But Corrina Davidson, American Express' vice-president of brand, loyalty and rewards in Australia, asserted that the new campaign will be broadened "to include that everyday spend" and will highlight ways in which reward points can be redeemed for items such as iPods.
She added that it is hoped the new campaign will help change the perception of the credit card firm as one that is used primarily for corporate accounts.
The new ads will debut in Australia next week and will also be seen in the UK, Mexico and Canada.
Commonwealth Bank and American Express teamed up last month to launch a new gold credit card product to allow customers to collect loyalty points more quickly.
Posted by Emma North
Friday, 16 October 2009 00:00
Comments (5)
The comments listed below are opinions held by the individuals posting and are not endorsed by, or representative of opinions held by which4u.com.au. We cannot be held responsible or liable for the accuracy or content of any comments submitted. We reserve the right to publish, remove or edit comments as we see fit.
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Craig 2009-10-19 11:17:54American Express is currently reviewing all of their cardholders account. Be careful if you have missed a few payemnts. When you go to pay a substantial amount off your AMEX account they will reduce your credit limit respectively without advising you. Regardless of customer loyality...
Avoid AMEX read the forums people are not happy... -
LJ 2009-10-20 02:19:35American express are a horrible credit card company. I've had a Gold Card for 4 years which started at 11%, without missing a single payment, and although the reserve bank have lowered interest rates, the card is now at 19%. In addition, their website has problems, their customer service is shameful, and American Express have no loyalty for their customers. AVOID!
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KR 2009-10-21 15:34:45Just received a letter from ANZ today regarding my ANZ Frequent Flyer Card. From 22/12/2009 it is necessary to spend $2.00 to earn one frequent flyer point unless you sign up for an American Express Frequent Flyer Card. That is it seems you need two cards. Letter indicates no change in annual fee. Well not initially.
Is American Express the card that many traders wont accept without adding an extra surcharge? What are their annual fees like?
Other comments? -
PH 2009-11-17 11:55:44I have just written to my professional organisation asking them to source a different card to American Express for its members.
American Express is taken in very few retail outlets and when it is taken the surcharge will be double that of other cards.
I used to put thousands of dollards on my card a month, now I rarely use it, it's a waste of wallet space. -
PH 2009-11-17 11:56:06I have just written to my professional organisation asking them to source a different card to American Express for its members.
American Express is taken in very few retail outlets and when it is taken the surcharge will be double that of other cards.
I used to put thousands of dollards on my card a month, now I rarely use it, it's a waste of wallet space.
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