American Express Co. is promoting use of its cards for everyday purchases through a campaign running in several major U.S. cities as well as Canada, the U.K. and Australia.

"This is part of our strategy to diversify … and remind cardholders how good our coverage is," Luke Gebb, vice president of global network marketing, said last week. Targeting existing customers is a good idea, said Megan Bramlette, a managing associate at Auriemma Consulting Group. "AmEx is getting back to that core message of letting cardholders know what their card can do for them," she said.