American Express Launches National LGBTQ PRIDE Campaign to “Express Love”
June 21 2016 - 10:30AM
Business Wire
New Campaign Commemorates the One-Year
Anniversary of Marriage Equality
American Express (NYSE: AXP) today announces the launch of its
fifth annual Pride campaign to celebrate LGBTQ Card Members,
merchants, employees and local communities. Coinciding with New
York’s Pride festivities and marking the one-year anniversary of
the Supreme Court’s marriage equality decision, the theme for this
year’s campaign encourages consumers to share how they “Express
Love” every day. The 11-market program features multiple
activations including: a social media call-to-action to
#ExpressLove, local merchant recognition events, a presence in
local Pride celebrations, support for local LGBTQ nonprofit
organizations, national advertisements and more.
“American Express is proud to recognize and celebrate a landmark
anniversary with a program that helps underscore the importance of
diversity and inclusion in the communities where we live and work,”
said Elizabeth Rutledge, executive vice president, Global
Advertising and Media, American Express.
American Express will debut the campaign by running multiple
full-page advertisements in the Sunday, June 26 edition of The New
York Times. The advertisements will feature same-sex couples who
are Card Members celebrating their one-year marriage anniversaries.
The selected photos demonstrate the power and significance of
everyday expressions of love that have occurred in the year since
the Supreme Court’s decision. Additional couples and everyday love
stories will be featured on American Express’ social media
presences.
Also during Pride Week in New York City, American Express is
extending the #ExpressLove theme by partnering with Brookfield
Place in lower Manhattan to bring to life an interactive visual
activation entitled “LOVE WINS” Letter Project. The installation
will consist of the words “LOVE WINS” crafted into large acrylic 3D
block letters and will encourage visitors to fill the installment
with love letters to honor the LGBTQ community.
The campaign, which was created and led by the Company’s
employee PRIDE network, will then roll out to additional cities
nationwide through November: San Diego, Chicago, Provincetown,
Austin, Atlanta, Los Angeles, Palm Springs, Salt Lake City, San
Francisco and Seattle.
Key aspects of the campaign in each market include:
● Local Nonprofit Support: As a part of the local market
activations, American Express will support a local LGBTQ nonprofit
organization by providing sponsorship funds and raising awareness
for the important work they do in that community. Kicking off the
campaign in New York, American Express will support the Stonewall
Community Foundation, an organization that focuses on the needs of
New York City’s diverse LGBTQ Community.
● Pride Parade and Festival Activations: American Express
employees will participate in the Pride parades and festivals in
select markets and will join the parades on an interactive float
with dynamic video that displays images of attendees celebrating
Pride and demonstrating expressions of love.
● Shop Small® Initiatives: American Express will support
local businesses in each market during Pride, encouraging Card
Members to “Shop Small. Shop Proud.” American Express teamed up
with PAPER Magazine to create a content series featuring notable
LGBTQ individuals in each market talking about their passions and
some of their favorite local businesses. In addition, American
Express will host events in select markets to bring together local
merchants, notable community members and influencers to
#ExpressLove, while also giving each local nonprofit organization a
platform to tell its story.
About American Express:
American Express is a global services company, providing
customers with access to products, insights and experiences that
enrich lives and build business success. Learn more at
americanexpress.com and connect with us on
facebook.com/americanexpress,foursquare.com/americanexpress,
linkedin.com/company/american-express,twitter.com/americanexpress,
and youtube.com/americanexpress.
Key links to products and services: charge and credit cards,
business credit cards,Plenti rewards program, travel services, gift
cards, prepaid cards, merchant services, corporate card and
business travel.
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version on businesswire.com: http://www.businesswire.com/news/home/20160621006043/en/
Melanie BacksDirector, American
ExpressMelanie.l.backs@aexp.com212-640-2164
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