American Express Members have one thing in common. But despite what most non-members believe, it isn’t success. It’s drive. The Journey Never Stops, a 360 campaign that included social, PR, digital and print elements, launched at the Oscars with a 2-minute film, cast a very different light on Membership. It made it feel more human and more vulnerable. As a result, American Express saw an 8% spike in Membership from communities they had been previously unable to reach.
