American Express launches...'Beyond the Beach'

The success of the campaign during the first three years has allowed it to grow substantially in strength and scope.

American Express announced last week the launch of its regional marketing programme 'Beyond the Beach - An American Express Caribbean Exclusive', for the fourth consecutive year. This 'multimillion dollar' programme brings together the company's card, travel, merchant, and publishing divisions - and accentuates the rich diversity of Caribbean experiences.

Beyond the Beach is dedicated to drive tourism in the Caribbean regions throughout the year and to promote increased awareness of the destination to high-spending, frequent-travelling cardmembers. It does this by capitalising not only on the beaches, but also on the rich heritage and cultural mosaic that the Caribbean regions have to offer.

Participants

Participating destinations are Anguilla, Antigua & Barbuda, Aruba, The Islands of the Bahamas, Barbados, Bermuda, Cayman Islands, Dominican Republic, Jamaica, Puerto Rico, St. Lucia, St. Martin/Saint Maarten, Turks & Caicos, Cancun, Cozumel and the Riviera Maya in the Mexican Caribbean.

All destinations featured in Beyond the Beach are participants in American Express' 'Official Card' programme. The success of the campaign during the first three years has allowed it to grow substantially in strength and scope. The integrated marketing campaign for the programme includes print advertising (including a special feature section in Travel +Leisure magazine), online marketing, a dedicated website with booking engine, direct mailing to targeted American Express cardmembers, statement messages, email newsletters, insert flyers, employee communications to American Express Corporate accounts, travel agent destination trainings and incentive programmes as well as point-of-purchase materials and promotions in participating retail locations.

progressively growing

"The Caribbean has progressively grown in popularity and is now the number one region for American Express U.S. travellers," said Dianelys Rodriguez, vice-president of Destination Business Development, American Express Travel Related Services. "Beyond the Beach builds upon the Caribbean's appeal with four exclusive American Express funded values as further incentive." They are:

The annual travel benefit: a US$100.00 statement credit

Double membership rewards points;

A full-year subscription to Travel+Leisure magazine;

Tactical offers with exclusive booking components. Exclusive cardmember savings in destinations through American Express Selects.

Travellers will be able to take advantage of the Beyond the Beach promotion for winter, spring, summer and fall getaways. They may book the programme from now through December 31, 2007, for travel through December 31, 2008.