American Express has released a marketing campaign to highlight its Small Business Saturday initiative to encourage consumers to shop locally.
The above-the-line campaign, created by Ogilvy, which rolled on from today, has been created to promote the initiative which will take place on 7 December, while also aiming to incentivise its card holders to use the Shop Small promotion which will see them receive £5 back when they spend £10 or over while participating in Small Business Saturday.
A 30 second TV spot will be supported by six sheets within the London underground, across rail stations and high streets, while search and regional radio will also play a part.
Melissa Weber, director of UK brand communications of American Express commented: “We’re excited that Small Business Saturday has made it to British shores and are delighted to be part of an initiative that celebrates the contribution small businesses make to our economy and local communities.”
Social media activity across American Express’ Facebook, Twitter and YouTube channels, as well as below-the-line activity aimed at card holders and small merchants, will also run, as will consumer and trade PR.