Theatrical promotion by American Express

Finance is never boring – and to prove it, Schiphol Media and American Express teamed up for a highly innovative promotion at Amsterdam Airport Schiphol in November, to build awareness of the foreign exchange provider’s new services.

Every half-hour on the morning of 17 November, travellers in Lounge 1 were treated to a spectacular Cirque du Soleil-style performance from three acrobats suspended from the ceiling in long, flowing ‘ropes’ of material  just above the main passenger flow.

This daring initiative, which was created to mark the launch of American Express’s new Flying Blue membership cards, was implemented by three agencies: Ogilvy, Kinetic and Mindshare.

Each of the three acrobats represented one of the Flying Blue cards in the Silver, Gold and Platinum programmes. Frequent flyers using the cards can earn Reward Miles and a range of other benefits.

To reinforce its message, American Express accompanied the theatrical display with traditional media at the airport, including permanent promotion stands, banners, digital panels and giant lightboxes.

Like to see a short film of the promotion? click here.