Amex GBT Launches "Great Ideas Travel" Campaign, Urging Companies to Rethink the Value of In-Person Meetings

Jun. 28, 2025

American Express Global Business Travel (Amex GBT) (NYSE: GBTG), a leading software and services company for travel, expense, and meetings & events, is taking a bold step forward by launching its first brand campaign: Great Ideas Travel. The company is using relatable, human experiences to force a mindset shift on how individual travelers and business decision-makers think about business travel.

Great Ideas Travel is a celebration of how business travel drives innovation. It highlights what happens when people come together in-person: ideas spark, connections form, and possibilities emerge that could never happen through a screen or on a piece of paper. The campaign introduces Amex GBT’s new global brand identity and emphasizes its role as a proud partner helping move business and ideas forward.

Serving 20,000 customers across 180 countries, Amex GBT supports companies of all sectors and sizes – from financial services, tech, and energy to professional sports teams and emergency first responders. On average the company books enough air tickets to fill over 500 Boeing 777s daily and 194,000 hotel beds every weeknight through its global marketplace for business travel. Amex GBT also has more than 40 years of Meetings & Events industry experience. 

Alisa Copeman, CMO at Amex GBT, shared:

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

 

With businesses around the world managing through heightened uncertainty, the campaign is a rallying cry for the travel industry and the moments that just aren’t possible with colleagues, clients and partners when you’re not there in person.  

Amex GBT worked with Droga5 London as strategic and creative partner for the campaign.

Bill Scott, CEO Droga5 London said:

"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."

 

The new global campaign will be visible across TV, social media, digital, and OOH channels. It will also appear at Amex GBT’s event activations, owned channels, with global partners and within customer touchpoints worldwide. The brand campaign will also help to rally Amex GBT’s global team of more than 18,000 employees worldwide.