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“American Express One…is the fastest growing part of our business in the United States, by a wide margin.”

Ed Gilligan, President
American Express Global Corporate Services

Business Travel News, December 4, 2000.
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Trade advertising is an effective way to establish a brand among both industry peers and potential customers. However, to be truly effective, an ad campaign should have an overall strategy, and develop both a look and tone so that your company and its message become instantly recognizable and familiar to readers.

The following ad campaigns for American Express One helped it become one of the most profitable divisions of the entire American Express organization.

 
American Express One "One Word on Travel" Campaign Stuck AdInundated Ad
 

For its initial ad campaign, American Express One needed to convey an image that reflected their target audience of small to mid-sized businesses. We used big, bold one-word headlines and minimal tongue-in-cheek copy to convey the entrepreneurial spirit of this new American Express travel division.

 
American Express "Big Orange One" Campaign All In OneOne Simple Step
  As the American Express One name became more known, we used short catchy headlines that played on the word “ONE” to further emphasize the brand’s identity.
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