Amex funds advertising blitz in Daily Telegraph as small shops look to fight back

Screen Shot 2014-11-03 at 4.51.37 PMAmerican Express rolled out its Small Shop Australia initiative locally for the first time yesterday in an ad takeover in the Daily Telegraph.

Amex, the founder and sponsor of Small Shop, purchased the majority of ad space in the Telegraph which it handed over to firms across NSW to promote their businesses. Amex branding appeared in a front page wrap long with a letter from its chief executive Rachel Stocks.

The initiative is an extension of Small Business Saturday sponsored by the credit card company  in the US, which has won acclaim in the marketing industry.

News Corp, the official media partner of the annual month-long initiative, said in a media release it was the first time in Australia that an advertiser has underwritten the majority of advertisements on behalf of its partners.

American Express’ vice president marketing Global Merchant Services Sian Chadwick said: “We’re aiming to generate mass awareness of the Shop Small movement, and provide value to our small merchants. We’ve purchased as many ads as we could get our hands on – that’s every ad in Monday’s Early General News section – and donated them all to our small merchants, to help drive customers into their stores during November.

“Shop Small is all about supporting small businesses and reminding Australians of the value they bring to our communities. It’s fantastic that News will help us get this important message out there.”

News Corp Australia’s NSW state director Brett Clegg said: “Innovation has been a significant focus editorially and commercially for The Daily Telegraph over the past 12 months. This initiative highlights the kind of collaboration that we deliver when the central idea is aligned with our brand values and audience.

“The concept from American Express to purchase and donate such high value advertising inventory to local businesses across NSW was a compelling one which we readily embraced. We are absolutely delighted to be a partner on such a unique, clever and high-impact campaign.”

News Corp Australia’s group director of sales Fiorella Di Santo said: “We are very proud to be partnering this great initiative, encouraging our loyal readers to explore their local community and support their local businesses.”

Steve Jones


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