AmEx unveils Blue card that includes chip for e-commerce

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American Express Co., New York, today announced a new credit card designed for online shopping, as well as an extensive campaign backing it. The new card, Blue From American Express, features a "smart chip'' that cardmembers can use to make online shopping secure. The chip works with a special card reader--available free to members through Jan. 31, 2000--that connects to the user's PC.

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.

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