American Express launches new membership rewards loyalty campaign

American Express has launched a new membership rewards loyalty campaign, Triple Plus, part of its credit card development strategy to reward cardmember loyalty with long-term and value-added privileges. DM, print and outdoor ads target existing and potential customers; the campaign, developed by OgilvyOne Worldwide, uses the 'apple to apple' comparison to stress that American Express offers more than other credit card providers in Hong Kong. Cardmembers get three points (three 'apples') for every HK$1 (about 12 US cents) they spend on their card.