The stylish Gold Rewards Card from American Express has landed in New Zealand, accompanied by a new campaign via DentsuMB, that encourages Kiwis to discover unique Aotearoa ingredients in top restaurants around the country.
With 2 x $100 dining credits each year and the choice between two sleek metal options – Gold or Rose Gold – makes it a win for new Card Members, but also serves as a big boost to the NZ dining scene, which seeks to bounce back after the ups and downs of the past couple years.
Bringing more traffic to local restaurants fits within American Express’ ambition of backing small businesses to thrive – especially in tough times.
Rob Bourne, country manager for American Express New Zealand, said that the recent launch of the metal rewards card offering meets the growing demand from Card Members for dining specific benefits, whilst also supporting many iconic restaurants across New Zealand: “Kiwis are eager to support their favourite restaurants as they navigate this challenging time. We’re proud to introduce a new card that rewards Kiwis when they enjoy a restaurant meal and to do our bit to encourage them to try somewhere new or return to an old favourite.
“We’ve partnered with restaurants at the top of their game to deliver some of the country’s best dining experiences and encourage customers to get back out for memorable meals when they’re ready. Having the American Express Gold Rewards Card in your wallet signals that you are passionate about great food and want to help all those restaurants that have had it tough to have a brighter year ahead.”
First, that ingredients specific to Aotearoa are a golden resource provided by the sea, the forests, the fields.
Second, talented Kiwi chefs, with those ingredients at hand, create a golden moment of culinary expression that is delicious for New Zealanders to enjoy.
And lastly, eating at an American Express Local Dining Collection restaurant – where chefs and ingredients combine – is a gold experience for Card Members.
Says Will Edwards, creative director, dentsuMB: “New Zealand is defined by its unreal landscape, thoughtful people, unrivaled food, and the connectivity between those things. To have a dining experience in which all of that is on display is amazing.”
The American Express Local Dining Collection consists of restaurants across the North and South Island, including The Lodge Bar & Dining (Executive Chef Matt Lambert) and alma (Executive Chef Jo Pearson).
Lambert and Pearson are featured in the ‘This is Gold’ campaign, handling unique NZ ingredients. Expert photographer Manja Wachsmuth shot the chefs in a culinary environ.
The ‘This is Gold’ campaign can be seen all around New Zealand, in OOH, radio, print, digital, and social.
Director, Consumer Card Services: Simon Ashton
Acquisition: Margo Mitchell
Marketing & Partnerships: Ben Crocker
Brand Manager: Sarah Wickham
Assistant Brand Manager: Eloise Armstrong
PR Manager: Sarah Bullen
dentsuMB (part of dentsu Creative)
Creative Director: Will Edwards
Associate Creative Director: Jackson Long
Senior Art Director: Paolo Meucci
Designer: Aimee Harpur
Group Account Director: Bethany Ryan
Senior Account Director: Chris Braks
Account Manager: Kate Quinn
Account Executive: Armaity Pavri
Senior Brand Strategist: Philip Johnston
National Production Lead: Lauren Reilly
Integrated Producer: Clare Dyer
Photographer: Manja Wachsmuth
Producer: Briar Pacey
This is Mango
Senior Account Director: Liz Holt
Senior Client Director: Rachel Campbell
Planning Director: Sian Campling
Account Director: Gaby Johns
Partnerships Trader: Maddy Bertinshaw
Investment + Partnerships Executive: Sufyan Lakhana