OPEN: The Small Business
Network(SM) from American Express (NYSE:AXP)
announced this February that David Collins, co-founder
of Scout Productions and creator of the international
hit television sensation "Queer Eye for the Straight
Guy," will star in new, national print, radio
and television advertisements. These ads are part
of a broader, integrated marketing campaign designed
for business owners that centers on Collins' professional
success and his experiences as a longtime American
Express Business Cardmember.
The campaign will also include a new site at www.open.americanexpress.com
where business owners can learn more about how David
Collins has successfully used the OPEN Network to
help build his company into a powerful force in
the entertainment industry. The site also enables
business owners to share best practices around business
success in a special forum on the site.
The overall campaign brings to life the ways in
which the American Express Business Card and benefits
of the OPEN Network can help fuel business growth.
An example is where David Collins funded a portion
of the start-up costs for SCOUT's travel expenses
during casting and pre-production of "Queer
Eye for the Straight Guy" by redeeming the
Membership Rewards(R) points he earned by making
purchases on his American Express Business Card.
In addition, Collins' OPEN Network line of credit
and his ability to manage his OPEN Network account
online enables him to effectively direct the development
of SCOUT's production and ancillary projects.
SCOUT has blossomed from a small New England production
company that scouted locations for film and TV projects
to a multi-faceted media company with offices in
Boston, New York and Los Angeles. With numerous
shows in production and a newly released soundtrack
and hardcover book, Scout continues to expand into
all forms of media. "The OPEN Network has been
an extremely valuable business partner for SCOUT
and an integral part of our 11 year history. I'm
very proud to be a part of this campaign,"
said David Collins, SCOUT co-founder and creator
of "Queer Eye for the Straight Guy" whose
second season premiered on February 17th on the
Bravo network.
"David Collins personifies the creativity,
dedication and perseverance that can lead to innovation
and business success," said Kerry Hatch, president,
OPEN: The Small Business Network from American Express.
"By spotlighting the ways David has used the
American Express Business Card and benefits of the
OPEN Network to help run his company, this campaign
demonstrates how the OPEN Network can serve as a
valuable resource for business owners."
The ads will air on prime time network television
for the first time this evening and premiered on
national cable television on February 22. The TV
commercials starring Collins were shot on location
in New York City and include "The Fab 5"
- the cast of "Queer Eye for the Straight Guy".
In March, radio ads will begin airing on national
network and local radio stations, and print advertising
will run in regional daily newspapers and small
business and entertainment trade publications. In
addition, online banner ads will run on select Web
sites.
The OPEN Network campaign featuring David Collins
is the most recent example of how American Express
seeks to reach customers in new and innovative ways.
In 2003, the OPEN Network led the Company's first
substantive foray into branded product integration
on television. The OPEN Network also promoted its
free, online networking tool called "OPEN Dialogue"
through a unique radio advertising campaign that
featured long-form commercials with actual business
owners. In the informative two-minute radio spots,
business owners shared insight and experience on
various business issues, and the campaign extended
online to an online community where business owners
shares best practices on a variety of business issues.
(Source: BusinessWire.com, 2/23/04)
