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American Express NY Disney Deal

American Express said yesterday it has expanded its relationship with Walt Disney by becoming the Official Card of the newly restored New Amsterdam Theatre on 42nd St. in New York City. As the Official Card, cardholders will have exclusive telephone access to advance purchase tickets for Disneys Broadway musical The Lion King; preferred seating; private box seats package; easy access ticket window; free coat check; and in-theatre discounts.

American Express Travel Related Services Company, Inc. (TRS) announced that it has expanded its marketing initiatives with The Walt Disney Company and that the American Express(R) Card will be the Official Card of the newly restored New Amsterdam Theatre. As a result, American Express Cardmembers will receive a unique package of benefits, jointly developed and entitled White Glove Treatment(SM), when purchasing tickets and visiting the New Amsterdam Theatre on 42nd Street.

Cardmember Benefits

American Express Cardmembers will receive the following benefits:

— Advanced Ticket Purchases – From June 1-16, Cardmembers will have exclusive telephone access to tickets for Disney’s Broadway musical ‘The Lion King’ from the first preview performance through March 29, 1998.

— Preferred Seating – Cardmembers will have additional access to prime seats in the theatre, after tickets go on sale to the general public, via Gold Card Events and Platinum Card(R) By Invitation Only.

— Private Box Seats Package – Cardmembers will have access to this specially priced experience which includes box seats, private usher service, waiter service for drinks and a performance program.

— Easy Access Ticket Window – “American Express Only” ticket window for picking up tickets until 30 minutes prior to performances.

— Free Coat Check – Cardmembers who purchase tickets with the American Express Card will receive complimentary coat check.

— In-Theatre Value – Cardmembers will receive 10% off in-theatre merchandise of more than $50.00 and on rental of opera glasses and translation devices.

World’s Largest American Express Card & Mickey Mouse Ears

The American Express and Walt Disney Company partnership is currently being promoted on a billboard above 42nd Street next to the New Amsterdam Theatre. The billboard celebrates the 25th Anniversary of the Walt Disney World(R) Resort and promotes American Express’ status as the Official Card of the resort in Orlando.

— The billboard features the world’s largest American Express Card – 30 feet long by 18 feet tall. All the numbers and letters on the Card are embossed three-dimensional characters.

— The Mickey Mouse Ears are approximately 9 feet tall and weigh about 750 lbs.

The American Express and Disney Partnership

“American Express and The Walt Disney Company have enjoyed a very successful partnership in bringing value to our mutual customers,” said Lewis M. Taffer, senior vice president of travel marketing, American Express TRS. “Cardmembers have enjoyed the exclusive programs that our two companies have offered in the past. These new benefits, at one of the world’s greatest theatres, will be eagerly anticipated.”

In March of 1997, the Walt Disney World Resort became a global partner in American Express’ Membership Rewards(SM) program. This is the most recent example of the successful partnership between American Express and The Walt Disney Company.

— White Glove Treatment for American Express Cardmembers visiting the Walt Disney World Resort in Orlando, Fla. and Disneyland(R) Resort in Anaheim, Calif., offering a variety of value added benefits including branded souvenirs and unique experiences.

— Exclusive White Glove Treatment benefits are being offered with the Disney Catalog, and will be offered with Disney Cruise Lines(R).

— The American Express Card was also the Official Card of the Broadway production of Disney’s Beauty and the Beast.

— A recently completed three-month national television, radio and print advertising and marketing campaign in celebration of the 25th Anniversary of the Walt Disney World Resort.

American Express Travel Related Services Company, Inc., is a wholly owned subsidiary of the American Express Company — a diversified worldwide travel and financial services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking.

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