American Express Serves Up Ultimate US Open Experience for Tennis Fans; New Advertising Campaign, Fan Events and Cardmember Services Across New York to Make Life Rewarding

Business Wire, August 19, 2002

Business & Sports Editors

NEW YORK--(BUSINESS WIRE)--Aug. 19, 2002

American Express, (NYSE:AXP) a longstanding sponsor of the US Open Tennis Championships, today unveiled a series of programs and marketing initiatives intended to boost awareness and build excitement for the tournament.

American Express' tennis extravaganza will be anchored by its first US Open-based television advertising campaign, featuring such well-known tennis stars as Jennifer Capriati, Monica Seles and Andy Roddick, as well as events and Cardmember benefits available in New York City and at the USTA National Tennis Center.

For the 2002 US Open, American Express is launching a new campaign, entitled "The Official Card," which leverages the Official Card status American Express holds with the US Open. The campaign incorporates a variety of different technologies to create a unique advertising and marketing campaign that will bring fans closer to the matches than ever before.

This US Open work marks the launch of the new umbrella campaign for all American Express sports and entertainment sponsorships. The "Official Card" campaign is an evolution of the "Streets" campaign American Express launched in 1999 to support its sponsorships. American Express will continue to roll out the "Official Card" campaign through its other sports and entertainment sponsorships.

"It is our intention to bring the US Open to tennis fans and New Yorkers through our American Express sponsorship and demonstrate that we are the official card of achievers, self expression and partnership," said Nancy Smith, vice president of Global Media and Sponsorship Marketing for American Express. "We are thrilled to expand our sponsorship of the US Open, a premier event with worldwide appeal, and demonstrate how American Express is the official card of the fan."

Advertising

Broadcast

Advertising will debut the week of August 19 and run through the end of the US Open. The campaign, which will be featured on both CBS and USA Networks telecast of the US Open, will star three top competitors, Capriati, Roddick and Seles, in humorous everyday settings with a tennis twist. Capriati, at a fruit stand, signals the vendor to toss her oranges ala ballboys at Arthur Ashe Stadium. Roddick, in a department store mimicking on-court behavior, selects the perfect towel by draping it over his head. Seles, who is known for grunting as she puts power behind her return, is seen in a supermarket putting the same power behind her grocery shopping.

Print/Outdoor

The print campaign will feature four-time US Open champion Pete Sampras and rising star James Blake in addition to Capriati, Seles and Roddick as well as Daniela Di Toro who is currently the sixth ranked player on the wheelchair tennis tour. These ads will appear in print, online and at major outdoor venues throughout New York, including highway billboards, ferries, buses, subways, taxis and at the US Open.

American Express has made the commute to and from the US Open a ride to remember.

-- Use points to buy tickets, Cardmembers enrolled in the Membership Rewards(R) program can now use points to purchase tickets to the US Open. To purchase tickets: Call 1-866-OPEN-TIX or visit ticketmaster.com

-- American Express Radio: Live at the Open! Cardmembers who present their Card at the American Express Radios booths will be provided a radio headset that will carry the live television broadcast of the matches from CBS Sports/USA Network, providing an opportunity for Cardmembers to get even closer to the action. (Offer valid while supplies last.)

-- American Express "Pose with the Pros" Photo booth, Interactive photo experience from American Express will allow fans to pose next to an image of one of the featured talent in the campaign.

-- American Express Concierge Services Program, Cardmembers can use the concierge service for recommendations and reservations for post-match meals at select city restaurants, access to reserved on-site restaurants and NYC transportation assistance to get back home.

-- Cardmember Assistance, American Express customer service representatives will be on-site to help Cardmembers receive assistance with lost, stolen or damaged Cards, check their balances and enroll in the Membership Rewards program.

-- US Open Shops/www.usopen.org: By charging $100 on merchandise or concessions with the Card at the US Open (or at the US Open Store at www.usopen.org), Cardmembers can receive a commemorative "Official Card" pin showcasing one of the featured players in the campaign.

For the first time in transit media, American Express will use lenticular technology to create a subway card displaying the image of a crowd watching a volley go back and forth across the court. Lenticular postcards will be available on-site for fans.

On-Site

Interactive motion sensored kiosks will bring the sounds of the tournament to fans walking the Open grounds. The displays feature Sampras kissing the US Open trophy and a US Open line judge calling "out" as one walks by the displays.