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New campaign highlights small business' contributions to economic recovery
AMERICAN EXPRESS OPEN last month introduced a new ad campaign, "Start Booming," designed to celebrate small businesses and show how they are helping revive the still-struggling economy. Crispin Porter+Bogusky, Boulder, Colo., developed the campaign, which includes TV, print and online.
'At American Express OPEN, our mission is to help small businesses do more business," said Julie Fajgenbaum, VP of American Express OPEN. "It is what everyone here at OPEN is doing. It's in every communication, and every product is meant to serve this purpose."
"Start Booming" is being rolled out in three phases.
"The first layer is to introduce the phrase 'Start booming,' which demonstrates how small business as a sector is innovating and changing, given the economy we've been in."
The campaign debuted July 12 with a TV spot called "Reveille," which shows owners of a variety of small businesses - including farms, retail stores and restaurants - opening up for the day as "Reveille" plays in the background. Voiceover says, "Reviving the economy means...