American Express (Amex) Canada is tapping into the excitement of Formula 1 (F1) racing to engage with millennials and Gen Zs, who make up a substantial part of its cardmember base.
The brand will launch the Maison Amex, an exclusive lounge experience for select cardmembers during the Canadian Grand Prix in Montreal this month, featuring live DJs, craft cocktails and complimentary appetizers from chef Danny Smiles of Le Violon.
The activation is part of Amex’s global sponsorship deal signed last year with F1 and F1 Academy, women’s Formula 4-level racing championship, spanning key markets across the Americas, Australia, Asia, Europe and the Middle East.
BT/A Advertising is managing the creative concept, culinary programming and logistics for Maison Amex, while North Strategic handles amplification efforts, including media relations, influencer partnerships and social media strategy to boost awareness.
Kim Kuzmak, VP of lifestyle benefits, partnerships and brand at American Express Canada, tells MiC that the activation taps into the sport’s “growing popularity and cultural relevancy.” It also leverages a strong affinity between Amex cardholders and F1 fans, underscored by the fact that nearly 30% of F1 hospitality tickets for the 2024 Canadian Grand Prix were purchased with Amex, she says.
The brand says it’s targeting Gen Z and millennials based on internal surveys showing that entertainment and sports experiences are key drivers of cardmember acquisition among these demographics. “Our highly popular experiences generate strong on-site engagement with cardmembers and help to drive interest among prospects,” Kuzmak notes.
According to her, the company’s F1 sponsorship yielded impressive results at last year’s Canadian Grand Prix, where a custom art installation featuring giveaways and photo opportunities drove attendee engagement. The campaign was fueled by a strategic partnership with UM, which drove the media buying; North Strategic, which amplified the message through media and influencer outreach; and Wasserman, which spearheaded strategy and experiential delivery.
As part of its partnership with F1, Amex has rolled out other activations in Canada. The Amex Race Radios experience offered cardmembers branded portable radios with ongoing live coverage in English and French. The Amex Pit Stop allowed cardholders to collect exclusive items like seat cushions and water bottle holders, and the Trackside Lounge provided guests with a premium view of the race.
