One Hundred Years of American Express in the Philippines
A CELEBRATION of many firsts and an exciting future was held for the company behind the world’s most recognized platinum card.
“The 100 Years of American Express Gala is a grand celebration befitting the prestige and prominence that American Express is known for. Conceptualized and organized specifically for American Express Cardmembers, this night is our way of giving back to them, as well as our partners, for their continued patronage through the years,” said BDO EVP and Consumer Lending Group head Rolando C. Tanchanco.
In the Philippines, BDO is the exclusive card-issuing and merchant-acquiring bank partner of American Express, and is set to launch special promotions for customers throughout the celebration of American Express’ centennial year.
“I’m proud to join our long-term partner BDO and our Cardmembers to celebrate American Express’ 100th year in the Philippines,” said Y C Koh, President, Asia, American Express International, Inc. “I want to give special thanks to our customers for their trust and support over the past century. American Express’ aim is to be the world’s most respected service brand, and we look forward to working with BDO to deliver a worldclass experience to our Cardmembers as we enter our second century.
The special jazz-themed gala was held in the Forbes Ballroom of the posh Conrad Manila at the Mall of Asia Complex in Pasay City. It was attended by American Express top management, which included Y C Koh as well as BDO executives headed by Chairperson Teresita Sy-Coson and valued partners and guests. The festive evening was filled with entertaining performances from some of the country’s most talented artists like Cris Villonco, Bituin Escalante, Mon David, and Charito.
From the opening of the first American Express Asia office in Manila in 1916 to the strategic partnership forged with BDO in 2007, American Express has achieved many significant milestones in the Philippines over the years and continues to offer outstanding products and services to both consumers and commercial customers today.
THE ENHANCED PLATINUM CARD FROM AMERICAN EXPRESS
Aside from a festive evening to commemorate these milestones, the event also served as a launch pad for the unveiling of the new and improved Platinum Card.
By Invitation Only
Designed for affluent and seasoned travelers and their families, American Express’ iconic Platinum Card offers better travel experiences and a world of rewards and benefits for Cardmembers who can now enjoy enhanced benefits such as:
•Comp l imen tary companion business class tickets when they fly with Philippine Airlines
• Privileged access to more than 900 lounges across more than 120 countries at Priority Pass, Delta Sky Club and American Express lounges
• Automatic elite membership status of prestigious hotel loyalty programs such as ShangriLa Golden Circle, Hilton HHonors and Club Carlson. Executive hotel privileges with the uniquely created Fine Hotels and Resorts program. Cardmembers will also enjoy exclusive complimentary benefits such as room upgrade upon arrival, daily breakfast for two, in-room WiFi, early check-in, late check-out and a special amenity at each property
• A US$200 travel voucher welcome gift for use on the next getaway to purchase air ticket, book a stay, or upgrade a tour package
• Complimentary Meet and Assist Services for departure from and arrival at NAIA Terminals 1 and 3 and Davao and Clark International Airports
CUSTOMER-CENTRIC APPROACH
In the Philippines alone, American Express has 14 products under BDO, “We’ve identified different segments of the market and developed products particular to the needs of those segments – from the elite, the middle market, the mass affluent, and the young professionals, these are the key segments that we’ve developed over the years,” said Tanchanco.
Given that BDO wants to provide the best services to its customers, it follows that it would partner with a brand like American Express. “BDO aims to include the biggest names in its roster of credit card offerings, and American Express fits that description. They have a distinct way of differentiating themselves to the market that they serve. Their strength is in the travel segment, and we want to capitalize on that as Filipinos are into travel these days, as well as entertainment and dining,” he added.
Customers have responded “very positively” to American Express. According to Tanchanco, it’s because Filipinos put value on premium services. “It’s not very hard to convince them to get an American Express Card,” he said.
Koh is extremely proud of their long tradition of innovation and being focused on customers as they are able to gain and maintain the market’s trust over the years. Because of this, he is also very confident that there will be another hundred years to celebrate for American Express in the Philippines.
He thinks that their partnership with BDO is advantageous, as they highly value the bank’s extensive network, as well as expertise in the local market, enabling them to reach and serve more customers and merchants.
“In everything that we do, we innovate with the customers in mind. People trust us. We are a global organization and we are very proud of that. There’s a lot of consistency. We provide the same services no matter where you are, that’s a very unique American Express feature, not many companies can offer that. You can always count on us to provide you with the highest level of service,” said Koh.