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Amex rebrands
American Express has renamed and relaunched its business travel division following the completed integration of Rosenbluth International.
Rosenbluth and American Express Corporate Travel will be dropped in favour of the new name – American Express Business Travel.
The company hopes to boost business by offering its customers a full range of services to manage travel expenditure. It is trying to move away from a focus on the highly competitive area of transaction fees to instead show corporate customers where money can be saved from overall travel spend.
A new logo, which looks like a pie chart with a small section highlighted, is designed to further this message.
President Charles Petruccelli says the company has combined the best of the product offering from both travel management companies (Rosenbluth and Amex). Among the products on offer is consulting services, a travel portal and online booking platform, and a reporting suite.
American Express Business Travel is undertaking a PR and marketing campaign in a bid to raise its profile and push the logo into the public eye.
Report by Ginny McGrath
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