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    We are introducing a new overarching concept for Cross-Border Marketing Communications across channels for both online and in-store offers. We … Read More
    We are introducing a new overarching concept for Cross-Border Marketing Communications across channels for both online and in-store offers. We are calling this initiative Live The World. This Playbook offers a step-by-step guide for destination marketing. Guidelines are presented to issuers to adopt the “Live the World” concept quickly and in a standardized manner via plug and play templates. Read Less
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THE IDEA
 
Live the World

With great privileges from American Express, see it, taste it, love it at a whole new level.
 
We want Cardmembers to make the most out of every city, be it from the comfortof their homes or during their travels. “Live the World” is an exciting and aspirational tagline with a strong recall and call to action.
 
The tagline can easily be adapted to multiple destinations or a single destination.For instance, we can promote a cluster of Asian destinations as “Live Asia” or a single destination as “Live China.”
 
The theme is reiterated by introducing the concept through vivid, bright colours and using words and imagery that excites Cardmembers.