FCM Travel has launched a brand campaign in response to the merger of American Express Global Business Travel and CWT to position itself as “the true alternative” for companies seeking stability, innovation and service continuity. As part of the initiative, FCM debuted a new campaign video supported by digital and social activations, thought leadership content, paid media elements and more.

The campaign is aimed at businesses looking for a partner “that seamlessly blends cutting-edge technology with human expertise,” according to the company.

Billy McDonough, president of FCM Travel Americas, told BTE, “In moments of disruption, companies are reminded of what matters most — reliability, innovation and a flexible partner they can trust to meet complex needs.”

As the corporate travel industry continues to transform, said McDonough, “FCM Travel is stepping forward as the alternative built for this moment.” The new campaign, said McDonough, “underscores our adaptability and reinforces our commitment to delivering exceptional service and the continuity organizations depend on during critical periods of change.”