Case Studies / Clients » American Express/Rolling Stones

Situation:
American Express is a world leader in providing charge and credit cards to consumers, small businesses and corporations. Providing exclusive access and benefits is one of the “Priviledges” of owning an American Express Card. Additionally, American Express is intent on growing business in Europe where the American Express Card share of market is much less than in the US. The card is also issued through banks , unlike in the US, where the card is issued directly by Amex.

Outcome:
TEAM Marketing designed and developed a program around the Rolling Stones “Bigger Bang” tour involving a variety of unique assets for Amex customers and Title sponsorship of the tour in Europe.

United States
American Express received a “Front of the Line” window in 5 markets whereby Amex customers had a presale opportunity to purchase tickets prior to the general public. Various “exlusive access” programs were developed for Centurion Card, Amex’s most exclusive card and Platinum Cardholders including early access to the venue, an upscale dinner on-site, exclusive merchandise, and VIP seating both On-Stage as well as in the front of the house.

Europe
Amex will Title Sponsor the “Bigger Bang” tour in Europe during the summer of ’06. Specific benefits are still being worked out but will include a host of assets both for cardmembers, executives, clients and issuing banks.

Results:
The overwhelming success of the US tour compelled Amex to commit to their title sponsorship position in Europe. According to Momentum, Amex’s Agency, this sponsorship was the best relationship they have ever done to impact and activate all the various card assets. In addition to making a considerable return on the pre-sale discount rate, Cardmembers enjoyed a “once in a lifetime” experience with the world’s #1 Rock & Roll band.

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