TV and print creative from Ogilvy & Mather in Toronto and New York broke last week to promote the card, which offers holders 1% cash back on almost all purchases.
Ad creative stresses the card's cash back feature and relevant Amex features for the younger, professionally oriented audience, including "Front of the Line" service for entertainment tickets.
American Express has introduced similar youth- oriented cards in Taiwan, Brazil and Australia, but not in the U.S.
Amex Bank of Canada's research found that 25-to-35-year-olds are family-oriented, pragmatic and responsible but still take time to have fun.
"They work hard, they're very forward-thinking and want to move quickly to get more out of life," says Brenda Blake, the card marketer's Canadian VP of new product development.
Over the past two years, American Express has launched eight other cards in Canada in its move to gain a bigger share of the market. In January 1997, American Express introduced its Air Miles card, co-branded with Canada's popular Air Miles loyalty program.
"Overall the number of new cards issued since 1996 has exceeded targets by 75%," says Amex Bank of Canada.
Copyright January 1998, Crain Communications Inc.