american express centurion
SCOPE OF WORK
Product development and implementation
Partnership negotiation
Digital marketing design and deployment
Printed brochure and collateral
Challenge
Highly regarded global brands will always attract mimics. In a saturated market of premium leisure credit cards, American Express Centurion needed to reestablish its position as a peerless membership program. As part of a global rollout, the Australian organisation decided to increase membership fees by 100% annually. The strategic response was to reposition the Centurion brand, the member program and suite of products to deliver over and above the perceived financial value.
approach
Members received a compelling Welcome Pack, inviting them to join the reimagined membership. We studied member preferences through surveys, market research, and spending analysis to renegotiate partnerships with well-known brands in travel, shopping, and dining sectors. By leveraging the highly engaged and top-tier leisure customers of the potential Centurion member base, we successfully secured exclusive offers that no one else could access. The invitation pack highlighted these exclusives with confidence and excitement.
RESULTS
Early project analysis had estimated cardmember attrition for the relaunch to sit around 30% of the existing member base. We were able to secure re-enrolment from over 80% of cardmembers with an average 2.3 year retention rate. Partner merchants within airline, hotel and dining sectors enjoyed an average monthly spend increase of over 20% from Centurion members. Activation rates for exclusive benefits within the program also increased by an average of 15% across the board.