Thursday, February 19, 2009
American Express at Fashion Week
In order to show cardholder appreciation, credit card giant American Express launched an exclusive campaign targeted at gold and platinum members. A limited number of luxury Skybox packages were available to customers who wished to attend the first weekend of fashion week. Each of these spots granted access to events, venues, meet-and-greets, and beauty touch ups at the shows. The whole idea of the campaign is to give cardholders VIP treatment and provide them with an insight into the fashion world. The proceeds will benefit the CFDA's Vogue Fashion Fund which is a program to help emerging designers. Both the CFDA Executive Director and Senior VP of IMG Fashion made comments about the great sponsor relationship American Express has with Mercedes Benz Fashion Week. One more thing, the credit company kept people coming back to their website by announcing things to be included in their packages via the americanexpress.com.
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2 comments:
This campaign tactic was a great way for American Express to continue to get their name out to the public during fashion week. It's important to keep the audiences' attention on the brand/campaign, so by drawing constant attention to their Web site was a key promotional move.
Man, I wish I had a platinum AmEx card... They should have publicized this as an incentive, I bet a lot of rich socialites and their teenaged or college aged children would have been all over this, making it even more of a success. I think that if this becomes a regular partnership (AmEx and Fashion Week) it would become a better promotional tool for both through the years.
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