UM and AMEX teamed up to launch the “Elevated Membership” campaign that highlights the travel benefits of being an AMEX cardholder. In partnership with TikTok, the brand launched a category-first innovation to boost brand consideration and engagement among young Canadians. 

The ‘Choose Your Own Adventure-style’ interactive journey depicts a couple enjoying a perfect day of adventure in Lisbon, highlighting some of the travel and hotel benefits available to AMEX members. Viewers are then prompted to choose how they want the story to continue: exploring the hotel or the city of Lisbon. This integratedcampaign will also include activations across connected and linear TV, OLV, AOOH, experiential, PR, and influencer partnerships. 

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