Fintech firm American Express Global Business Travel (Amex GBT) is inviting people to re-think what they know about business travel in a new omnichannel campaign.

Developed in partnership with creative agency Droga5 London, the campaign will encourage viewers to re-evaluate their preconceptions around the emotional and strategic value of business travel.

Centred around a 30-second spot, the US brand says that ‘Great Ideas Travel’ is intended to act as “more than a rebrand”, and kickstart Amex GBT’s new global identity by breathing “new life into a category often seen as functional.”

“Great Ideas Travel is a new way of telling the Amex GBT story. Working with our global creative partners, we have brought to life the experience that Amex GBT delivers every day, through its people and technology,” said Alisa Copeman, CMO at Amex GBT.

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“We have built a campaign that demonstrates the importance of business travel, and the energy and magic created when you bring people together.”

The integrated creative will run across TV, social media, digital and out-of-home, and also appear at Amex GBT event activations, owned channels, with global partners and within customer touchpoints worldwide.

Bill Scott, CEO of Droga5 London added: “We’ve partnered with Amex GBT since 2023 and it’s a proud moment to see the campaign and the new global brand identity out in the open.

“We’re telling the Amex GBT story in a new way. ‘Great Ideas Travel’ brings humanity and a rallying cry to the travel industry, we all know it’s hard to beat being together in person.”