American Express encourages everyone to explore life with new campaign

American Express (AMEX) has partnered with Hong Kong boyband MIRROR's member Ian Chan, to highlight the membership privileges of the Platinum Card and encourage consumers to explore life with AMEX. 

The campaign revolves around the theme of “Urban Legend”, highlighting the many legendary privileges of The Platinum Card covering travel, dining and transportation in Hong Kong and beyond. 

Eligible new members of The Platinum Card in Hong Kong can also enjoy a golden opportunity to get tickets to Chan’s debut solo concert, creating their own symphony of life while exploring the unlimited surprises as they continue to explore their life with American Express.

In this latest campaign, Chan reveals in a promotional video the truth of the Platinum legends of the American Express Platinum Card where Members can benefit from the many pleasures which travelling provides. Akin to the diverse styles of Ian in the promotional video, The Platinum Card invites its cardmembers to an ultimate travel experience and lifestyle benefits, with the card being a platinum key to a journey of their wishes.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from AMEX said Chan was chosen as he’s a loyal card member with American Express, as well as a talented singer-songwriter who’s known for confidently pursuing his passions on different fronts and valuing the finest things in life.

The brand has leveraged both online and offline channels, such as a billboard outside Sogo as an impactful out-of-home activation, owned social posts as well as paid social posts, to maximise the reach to young affluent audiences.

Donald Lau, vice president, acquisition and partnerships, international card services Hong Kong, American Express said, "We are thrilled to partner with Chan from Hong Kong’s MIRROR on our 'Urban Legend' Platinum Card promotional campaign. As someone who is always seeking out the finest things in life, Chan perfectly embodies the unique lifestyle enjoyed by our platinum cardmembers." 

"By offering a diverse array of premium travel and lifestyle benefits with the Platinum Card, we are empowering our cardmembers to access exclusive privileges, including the opportunity to get access to Ian's debut solo concert. We are committed to supporting cardmembers in creating their own symphony of life, while continuously exploring the unlimited surprises that await as they journey with American Express," Lau added. 

Michelle Yuen, vice president, head of product and marketing, international card services Hong Kong, American Express said, “At American Express we’re committed to delivering exceptional products, services and experiences every day. We understand that consumers in Hong Kong, especially the younger generations, appreciate experiences more – not just events but also lifestyle experiences. We’re therefore bringing more and more different experiences to cardmembers in Hong Kong, in addition to sponsoring Ian’s debut solo concert."

For example, through American Express Experiences, the brand has been offering priority access and ticketing privileges to cardmembers in Hong Kong for the Broadway classic The Sound Of Music, local and global movies at the 48th Hong Kong International Film Festival, classical music concert Beautiful Harmony featuring world-renowned pianist Niu Niu and talented flautist Cocomi Kimura, she said.

"We’ll continue to take our cardmembers onto an exciting journey of discovery and creating memorable cardmember experiences!”

Chan revealed his excitement about the partnership: “I am very pleased about this collaboration with American Express, as I can finally share with you my treasured card — the Platinum card. Made with metal, it provides weight and class to the user experience and is a must-have for those who are looking for finer things in life.” 

“Thanks to it, I am not ‘Lost at First Sight’, and am able to experience the many wonders of travelling as seen in the promotional video,” continued Chan. “Join me and become The Platinum Card Member now and reward yourself with unexpected surprises.”

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