We Turn Festival Goers into Headliners
American Express Card Members are used to getting special access to events.
But we’ve never been able to get them backstage.
So in 2019, we did the next best thing—we built our own backstage.
Every detail was inspired by the real riders of each Coachella headliner.
And we pampered guests with cocktails, lounge seating, practice areas, games, shoe clean ups and nail artists.
In the end, festival goers got the kind of service only ever enjoyed by the headliners themselves.
Total Card Members Engaged
Earned PR impressions
“These are our business cards”
– Joan Grande (Ariana’s mom) pointing to her American Express Cards in the Card Member Lounge.