AmEx Bows Second City-Branded Credit Card

American Express has rolled out its second city-branded credit card and loyalty program under its IN CARD program targeting Chicago-area residents. And plans for a third city card will soon be underway.

The IN: CHICAGO Card, which launched Sept. 19, offers exclusive awards to area residents to more than 50 top Chicago establishments, including restaurants, clubs live entertainment venues and cultural institutions. The fee-free credit card is designed for young and hip consumers (25-35).

“We wanted to launch a card that is just for the people of the Chicago area that celebrates the restaurants, the clubs and cultural institutions of Chicago,” explained Rosa Alfonso, spokesperson for American Express. “It’s putting the city of Chicago in your back pocket.”

Consumers who sign up for the card can tap into IN: CHICAGO Card’s loyalty program. Under the program, users can earn Inside Rewards points toward a variety of items, including gift certificates, experiential rewards (think wine tastings and priority seating in top clubs) and cultural rewards.

Cardholders can earn one point for every dollar spent with the card and double points for city essentials—, movies, mobile phone service, cable and satellite service, Internet service, gym membership, and magazine or newspaper subscriptions.

Consumers can redeem Inside rewards with a minimum of 2,000 points for gift certificates to dining establishes, clubs and events.

The card’s loyalty program gives people “access to things they wouldn’t normally have,” Alfonso said. “We really want to be where people eat, drink and play. The card gives people access to the hottest and coolest places to the city.”

American Express launched a similar card for New York City area residents, the IN: NEW YORK Card, in September 2004. IN: CHICAGO Cardholders also have access to NY reward partners.

The company is using non-traditional advertising— boxes, pint glasses and coasters— help promote the campaign. Print ads, mall signage, online materials and radio spots also support.

American Express plans to roll out a third card with another major city shortly to expand the company’s IN Card strategy, Alfonso said.

“We are building Chicago based on the success of New York,” she said. “We realize there is a need for a city-based cards. We anticipate more city cards coming.”