American Express: Platinum
Out with infinity pools and ostentatious luxury. In with experiences.
The Platinum brand was losing relevance with modern travelers. Seen as outdated and out-of-touch towards new attitudes and aspirations. We created a campaign that encouraged people to stop staring at their phones, immersive themselves into the great beyond with enriching, authentic experiences and join the world. Since launching, new Platinum memberships have more than doubled.