American Express Canada is looking to help consumers realize their potential, with an upcoming international campaign that builds upon its service-oriented brand positioning.

With media by Mindshare and creative adapted for Canada by Ogilvy Toronto, the “Realize the Potential” campaign targets adults above the age of 35 with a high household income. It relies primarily on TV spots, which will air on conventional and specialty channels like CBC, CTV, HGTV and TSN, digital buys on MSN and Yahoo, and sponsorships on BBC and AOL. The campaign will also be supported across American Express Canada’s social media channels.

David Barnes, VP, advertising, sponsorship and communications, American Express Canada, tells MiC that this campaign marks the first time the brand has used AOL’s Project Devil unit, adding that it was important for the brand to find new ways to breakthrough and tell its story online.

Whereas past versions of the “Realize the Potential” campaign focused more broadly on AMEX’s customer service ethic, Barnes says this campaign differs because it highlights specific services that the brand offers its cardholders, such as purchase protection and emergency travel assistance.

The campaign launches April 1, and will run throughout 2013. Additional TV, digital and print elements are slated to roll out during the year.