City Guides: 15 second tour
I led overall editorial development of the guides, bringing together content from Amex publishing with program information, Concierge recommendations and market-specific offers.
Curated for Cardmembers.
Centurion members received unique guides, reflecting not only benefits and offers, but also Concierge picks and editorial choices. I wrote and edited City Guides for both Centurion and Platinum members.
Functional elegance is what Cardmembers expect from American Express -- from custom maps to city visuals.
I worked closely with the American Express publishing team to create and edit launch contact, and develop an ongoing editorial calendar.
All City Guide content was designed to ultimately drive bookings, and spend. So articles and recommendations led to recommended hotels, restaurants, entertainment, sites or other destinations -- many with special offers or benefits for members.