Blue will be backed by a multilayered effort that will include practically every medium, said John Hayes, exec VP-global advertising and branding. TV spots from Ogilvy & Mather break Friday, and print will appear in newspapers and magazines this week. The advertising is tagged "American Express. Forward.''
Additional TV, radio and print will promote AmEx's sponsorship of a free concert in New York's Central Park. Promotions around the concert are handled by Momentum. Bronner.com is handling other efforts including an online and outdoor campaign.
Copyright September 1999, Crain Communications Inc.