American Express Global Business Travel (No. 3 on Travel Weekly's Power List) is launching its first brand campaign, "Great Ideas Travel."
The campaign focuses on the ideas, connections and possibilities that come from gathering in person, Amex GBT said, and introduces its global brand identity and role as a partner in business.
In its first commercial, a woman has traveled to inspect shirts on a number of clothing mannequins that are exposed from the waist down. All of a sudden, she gets an idea and says, "What if we started making pants?"
The campaign will run on television, social media, digitally and in out-of-home channels as well as appearing at events and on owned channels.
Amex GBT chief marketing officer Alisa Copeman called the campaign "a new way of telling the Amex GBT story."
"Working with our global creative partners, we have brought to life the experience that Amex GBT delivers every day, through its people and technology. We have built a campaign that demonstrates the importance of business travel, and the energy and magic created when you bring people together," Copeman said.
Droga5 London was a strategic and creative partner on the campaign.