Category: Financial Products & Servcies
Advertiser: AMERICAN EXPRESS
Product/Service: AMERICAN EXPRESS
Agency: CRISPIN PORTER + BOGUSKY
Chief Creative Officer: Rob Reilly (CPB)
Group Creative Director: Mark Taylor (CPB)
Creative Director: DJ Pierce/Tom Miller (CPB)
Associate Creative Director: Dan Lignon (CPB)
Senior Art Director: Jeff Hunter/Josh Gross (CPB)
Art Director: Patrick Knowlton/Christian Osmers/Mike Sperry (CPB)
Senior Copywriter: Gabe Cendoma (CPB)
Copywriters: Andrew Golden/Mik Manulik (CPB)
Designer: Denise Soberon (CPB)
Print Production Manager: Melissa Harris/Cindy Perez/Joseph Rossman (CPB)
Digital Artists: Cullen Rainey/Memo Arias/Jody McClean/Tyler Gonerka/Shayna Wenger/Megan Latta (CPB)
DFX: Zachary Puetzer (CPB)
Quality Control: Jose Incer/Hiram Lopez (CPB)
Account Director: Leslie Freeman (CPB)
Content Management Supervisor: Ken Gaspar (CPB)
Content Supervisor: Shaheen Salimi (CPB)
Content Manager: Melissa Jane Barnes (CPB)
Assistant Content Manager: Sarah Ruppert (CPB)
Business Affairs: Kate Currier (CPB)
Cognitive Anthropologists: Kaylin Goldstein/Amelia Hall (CPB)
EVP Creative Director: Matt D'Ercole (Digitas)
Chief Creative Officer: Jeff Benjamin (CPB)
SVP Creative Director: Atit Shah (Digitas)
Executive Creative Director: Mark Taylor (CPB)
Art Director: Mike Blanch, Laura Potsic, Daniel Burke, Josh Gross, Rochelle Rais (CPB)
Art Director: Kim Baskinger, Miao Wang, Kristen Giuliano, Allyson Paisley (Digitas)
Copywriter: Adrian Alexander, Kelly McCormick (CPB)
Copywriter: Kimberly Samskin-Barger, Adrian Disckerson, Ashley Berndt (Digitas)
Director/Cognitive Anthropology: Kaylin Goldstein, Andrew Teagle (CPB)
SVP Marketing: Mark Kiernan (Digitas)
VP Director, Marketing: Roger Box (Digitas)
Associate Director, Marketing: Alex Jacobs (Digitas)
VP Group Director, Media: Chris Kindt (Digitas)
VP Director, Media: Wade Rifkin (Digitas)
Managing Director: Robert Rakowitz (MindShare)
Associate Media Director: Seth Spievogel (MindShare)
Media Manager: Leela Ramdeen (MindShare)
SVP: Matt Hantz (M Booth)
Principal: Shaunn D'Alessandro (AIFOS)
Media placement: Social - Meebo - 4 April 2011
Media placement: Social - Facebook - 4 April 2011
Media placement: Social - Radium One - 4 April 2011
Media placement: Social - Twitter (promoted Tweets for Jimmy Kimmel promotion) - 4 April 2011
Media placement: Digital - nextpedition.com - 4 April 2011
Media placement: Field Marketing / OOH - POP - 4 April 2011
Describe the objective of the promotion.
Today, travel is broken. We try to plan it ourselves because we can, but we ruin it. We over-street view, over-yelp, and basically take our trips before we've even left our couches, and strip away all the mystery and discovery.
Explain why the method of promotion was most relevant to the product or service.
Put the discovery back into travel with NEXTPEDITION, a custom-made mystery trip based on your Travel Sign and tailored to your passions and interests. And revealed day by day via a handheld Travel Console.
Describe the success of the promotion with both client and consumer including some quantifiable results.
A runaway success, NEXTPEDITION ricocheted through social media within days of launch, and quickly took hold as an entirely new category of travel, i.e., 'Mystery Travel', inspiring several imitators.