American Express has launched a new social media campaign to spotlight the vibrancy of local businesses along Australia’s east coast.

Rolling out from this month, the ‘Discover with Amex’ campaign follows popular travel and lifestyle creator Tyson Mayr as he embarks on a 1100-kilometre road trip adventure from Sydney’s Manly Beach to Noosa on the Sunshine Coast, uncovering “hidden gems and much-loved” businesses in idyllic Australian coastal communities along the way.

The campaign highlights the value travelers place on authentic local experiences. According to the American Express ‘2025 Global Travel Trends Report’, 81% of surveyed Australians find it important to support local businesses when travelling.

From local cafes and artisan boutiques to independent grocers, boutique accommodation and unforgettable experience providers, Mr Mayr captures content to share with the world about the unique stories of these small Australian businesses.

“In my travels, I’ve seen first-hand how incredible regional Australia is, and not just the landscapes, but the businesses that give each place its own personality,” says mr Mayr.  

“This road trip is about celebrating the spots that don’t always get the attention they deserve and showing Aussies and my followers abroad just how far their Amex Card can take them.”

The campaign will reach an audience of more than 450,000 followers across the social media platforms of Mr Mayr and Amex Australia. The platforms will feature content about 20 small businesses and places of interest.

“Small businesses are the heartbeat of so many Australian towns, helping build vibrant communities and creating amazing unique experiences,” says Robert Tedesco, Vice President & General Manager Global Merchant Services ANZ at American Express.

“With more than 2.5 million small businesses across the country, supporting them means backing local jobs, tourism and the communities they help sustain. We’re proud to be shining a light on some of these incredible businesses and the passionate people behind them.”

American Express expands

The launch of this campaign comes as American Express continues expanding its acceptance footprint across the country.

Since 2021, the company has added more than 1.3 million new places that accept American Express in Australia.

In 2024, this included more than 616,000 new places around the country, including 343,000 new retailers, 65,000 dining establishments, and 7,300 new lodging places.