Rewards and services from Amex charge cards

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By: Wise Marketer Staff |

Posted on October 5, 2002

Rewards and services from Amex charge cards

A new charge card has been unveiled by American Express, with Membership Rewards points as a built-in benefit. The card also brings other benefits for US consumers, including limited road-side assistance, travel insurance, and language interpreters in emergencies.

The new green and gold charge cards have the Membership Rewards programme as a core feature, allowing card members to earn double points, and offering better rewards, features and services than previous cards.

Card members earn two points for every US$1 charged to the card at stand-alone supermarkets, filling stations, drug stores, home improvement stores, the US Postal Service, and for wireless telephone bills. One point is awarded for every eligible dollar spent on all other purchases. According to American Express, more than 60% of card member spending is now on retail and other purchases, including 'everyday' purchases.

Points can be redeemed for a variety of rewards including travel, retail goods, and entertainments such as concert, movie and theatre tickets. Rewards Gold card members will have exclusive early access to premier events through the Gold Card Events programme.

Card member benefits The cards also serve as a travel aid when on the road, offering a number of handy services through the Global Assist programme:

  • Free roadside assistance: If a card member's vehicle breaks down or runs out of fuel over 100 miles from home, American Express will order and pay for a tow truck or other roadside assistance, and even call family, friends or business colleagues to keep them informed.
  • Passport assistance and Card services: Card members are assisted with cancelling and replacing lost or stolen passports, charge cards and credit cards.
  • Translation and interpretation: In an emergency, Global Assist will arrange and pay for services including interpreters and document translation.
  • Baggage insurance: When purchasing an airline ticket with the new card, American Express provides insurance coverage for checked luggage (up to US$1,250) and for carry-on luggage (up to US$500).

The cards also include the traditional American Express charge card services, including purchase protection, buyer's assurance, return protection, car rental loss and damage insurance, access to the Global Assist helpline, travel accident insurance, a year-end spending summary, and other online shopping benefits such as free carriage from selected catalogue merchants.

Promotion American Express is showcasing the features and services of the new cards through an advertising and marketing campaign which includes three television spots featuring Jerry Seinfeld.

The cards are also being promoted through a variety of print, radio, and online mediums, as well as on taxis, popcorn bags in cinemas, and on shopping carts.

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