The Challenge
American Express Asia approached us with the desire to provide a surprise and delight experience for its top Cardmembers when visiting New York City.
The Idea
We know that this UHNW audience appreciates fine art, which led us to develop a turnkey program that allows AmEx Asia Platinum and Centurion Cardmembers to experience top galleries in New York City in a way that you wouldn’t be able to find on your own. Based on their preferences, VIPs get to choose three different galleries to visit during the one-day experience. Each gallery has a different specialty, which allows us to truly tailor the program to the guest.
The complimentary tour has an educational element, allowing Cardmembers to see these masterpieces in a new light—whether it’s learning about the artist or discovering why a piece is worth millions. This does not deter art enthusiasts, however, as the experience is customized to the Cardmember. Additionally, Cardmembers can purchase available pieces if something catches their eye.
From luxury transportation to a champagne toast upon arrival to private viewing appointments, the Cardmembers get to experience the world famous art scene in an elevated manner.
The Results
We continue to get positive feedback from those that have experienced the program, bolstering loyalty among Cardmembers.
As this incorporates partnerships, the galleries have benefited from the program, as it has generated meaningful leads.