Rebranding & Messaging Strategy
Financial institutions have long spoken about their travel offerings in the same way. “Your most rewarding trips,” “go further,” “get more with every booking,”...you get the picture.
American Express Travel hadn’t changed its messaging in years. The brand saw this as a true opportunity to rebrand, stand out, and capture the attention of younger audiences without losing the loyalty of its current card members.
Through social listening, competitor analysis, and audience research, I discovered what resonated and noticed a gap in the market nobody else was tapping into.
While Chase Travel and Capital One skew highly curated, I positioned American Express Travel as authentic, emotive, and human. While competitors tout points, American Express Travel talks about what travel rewards us with: the gifts of closeness, connection, insatiable curiosity, a zest for life, and a reverence for this beautiful world.
