AMERICAN EXPRESS
Platinum Houses
To showcase the benefits of American Express membership, a series of exclusive Platinum House events were curated, featuring a diverse array of influencers.
London
Fashion Week
Rooted in amplifying the benefits of membership and the global appeal of the Platinum Card, the Platinum House London was programmed in collaboration with brand partners from local hotspots like Hakkasan, Tredwells, and Duck & Waffle - and the Platinum Collective members such as Sarah Andelman, Tom, Marchant, and Jen Rubio.
American Express also partnered with Equinox to bring morning workout classes to Republic Records for exclusive musical performances by James Bay, Kungs, SG Lewis, and Alexa Chung for her first-ever fashion show and buzzy after-party.
To drive attendance, a multi-faceted storytelling strategy was executed to spread awareness of Platinum House London before, during, and after the activation. Top influencers worldwide attended and posted on behalf of their experiences at the Platinum House.
Punta Mita, Mexico
Express Gourmet
& Golf Classic
Looking ahead to the start of the holiday season, the luxury retreat on Mexico’s Pacific coast, Punta Mita, hosted its annual American Express Punta Mita Gourmet & Golf Classic, which spanned across The Four Seasons Resort Punta Mita, The St. Regis Punta Mita Resort, and The Riviera Nayarit Convention and Visitors Bureau. The weekend activities included a series of culinary and golf events attended by world-renowned chefs and golf legends. Supermodel Alessandra Ambrosio was the guest of honor, and she documented her thrilling experiences while sharing information on exclusive card benefits, enticing people to become Platinum Card Members.
Miami Art Basel
American Express wanted to show, rather than tell, what it’s like to live the #AmexPlatinum lifestyle and spark awareness and conversation among a broader audience. This was achieved by taking five well-known digital influencers to Art Basel in Miami to experience the exclusive Card Member Benefits and asking them to capture beautifully curated content to share with their massive social networks.
Influencers continued to see and chronicle the benefits of being a Platinum.
Card Member through invitation-only experience to access a once-in-a-lifetime concert and meet-and-greet with Pharrell Williams.
Aspen Food and Wine Festival
16 influencers known for their love of food were contracted to highlight their experiences at the American Express Platinum House and events surrounding it during the Aspen Food & Wine Classic to show the benefits of being a Platinum Card member during such events.
Touted as “the spot to hang out during the Classic,” the contracted influencers got to enjoy fantastic food from Chef Stephanie Izard, custom Platinum Pony and Platinum Goat cocktails, sold-out morning SoulCycle classes, guided meditation sessions, a pop-up greenhouse from Gotham Greens, curated gift bags from The Select 7, DIY apron making, DryBar dry styling, Olive & June mini manicures and a Glossier Balm dotcom bar.
