American Express Fosters New Business in Open Lounges - Event Marketer

American Express Fosters New Business in Open Lounges

DB_AmexOpen_Book3 2013
Brand: AMERICAN EXPRESS
Agency: MOMENTUM WORLDWIDE
Year: 2012

American Express’ Open product line is aimed at helping small business owners do more business. And, at trade shows, the company’s Open Business Lounges were created to generate business for American Express.

The lounges are designed for American Express card holders looking for a place to host a quiet business meeting, network, connect with the office or just relax away from the hustle and bustle of the trade show floor. They are designed to raise brand awareness, highlight the benefits of membership, reach new prospects and represent the American Express brand. Guests can enjoy coffee and complimentary snacks sourced exclusively from businesses that are Open cardholders. They can log into password-protected Wi-Fi and can use free laptops and printers. And the lounges’ TVs are tuned to cable news, Open messaging or sports programming.

The company opened its first three flagship Open Lounges at the Jacob K. Javits Convention Center in New York City, McCormick Place in Chicago and the Las Vegas Convention Center—and it plans to expand the concept.

Customer response has been overwhelmingly positive—many have said that being able to use the space for meetings has earned them clients. For American Express, the program has opened conversations with prospective customers, too. Following its opening at CES, year-over-year new sales performance improved by 30 percent.

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