American Express Global Business Travel: Being a thought leader

Travel Case Study
American Express Global Business Travel: Being a thought leader
The Challenge

American Express Global Business Travel (AMGBT) is one of the world’s largest corporate travel management companies. As its retained UK agency, our brief was to ensure American Express gained appropriate prominence in business travel trade media, was positioned as an authority in industry debate and secured widespread industry awareness of new products, services and other news.

The Approach

Central to our approach was tailoring the client’s largely US-originated news output to the UK market. We analysed its research, such as the annual Global Business Travel Forecast, to identify UK angles, such as trends in air fares and hotel rates, and thereby gained prominent coverage across all key media categories. We advised on thought leadership positions across topics including mobile booking tools, travel policy compliance and duty of care. Output was delivered as opinion piece articles, executive interviews and industry speeches. In the client’s vertical markets we provided media relations, creative idea generation for marketing campaigns, customer case studies, award submissions, and event support for European trade shows.

The Results
  • A three-fold increase in AEGBT’s thought leadership output, enhancing its perceived authority as a corporate travel expert and trusted partner for PLCs and SMEs
  • 86% of news coverage secured in our client’s tier-one target media outlets
  • National media coverage in titles including the Financial Times, The Times and the Daily Mail through tailored story development around societal trends, such as attitudes to in-flight mobile calling and the future of first-class air travel.