Spotted! American Express surprises travellers at Pearson
Passengers at the airport can pick up their "World of Yes" kits right off the baggage carousel, as the company tries to win over frequent flyers.
Travellers can expect more than just jet lag when they arrive at Toronto’s Pearson Airport this week. Since Tuesday night, American Express Canada has been surprising passengers arriving at Terminal 1 with care packages filled with goodies to be enjoyed by frequent flyers.
Four to five times per day at baggage carousels three and four, the baggage warning sounds, followed by music announcing the release of branded bins filled with “World of Yes” travel care kits. Each passenger will receive a kit containing a passport cover, luggage tag, neck pillow and travel magnets. American Express Canada will give out 4,000 packages over four days.
With media by Mindshare and creative by Toronto-based BT/A Advertising, this OOH extension of American Express Canada’s “World of Yes” campaign hopes to reach the approximately 95,000 people that pass through Pearson every day.
It’s all part of a recent push by American Express to court new customers for their Gold Rewards travel rewards card and suite of co-branded AeroplanPlus cards during a period of upheaval in the rewards cards space.
The surprise consumer engagement complements TV spots launched last month as well as digital spots and a social media push. David Barnes, VP of communications and advertising at American Express Canada, tells MiC that the combined activity has driven a 45% lift on customer acquisitions so far this year.