American Express' Brazilian unit has begun a billboard advertising campaign to highlight its partnerships with banks there.

The New York-based company said the campaign started July 15 and will run to Aug. 31 and then from Oct. 1 to Nov. 15.

This is the first time American Express has designed billboard advertising with card partners, the company said. If it is deemed successful, the company will consider trying the same strategy in other markets.

"The campaign highlights our brand and our high-quality financial services," said Gil Moro, American Express vice president of global network services for Latin America and the Caribbean. "At the same time, it calls the public's attention to the current partnerships we maintain with banks and other companies that issue our cards in Brazil."

The marketing partners include Sony, BCN, and Excel Economico, Mr. Moro said.

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