American Express beach bash

THE BRIEF
A party was needed to launch the American Express Platinum Life programme and Platinum credit card’s new benefits.
Amex wanted to engage its affluent Platinum Card members in a series of exclusive parties at prime entertainment hotspots, for them to associate the unique and top-notch experiences with the American Express brand.

CHALLENGES
Despite there being an entrance charge for the event, there was a sudden surge in demand just two days before the party.
Initially planned for 400 people, the organisers had to accommodate more than 650 people without exceeding the event budget or overcrowding. More barbecue food and beanbag seats were provided, the latter having to match those already customised a month in advance. Other challenges included ensuring good sound quality on the beach and excluding uninvited guests.

EXECUTION
The party venue was specially remodelled for the event. A few trees in Emerald Hall were
temporarily uprooted to create space for the beanbag seats. To maximise sound quality,
the stage was built on the beach but facing the hall. Mist fans and large fans were used
to ventilate the area.

Collaboration with Sentosa’s F&B outlets such as Café del Mar ensured excellent music
and stage settings. Samunder Indian Cuisine provided an elaborate dessert set-up and a beautiful centrepiece of flowing cloths from the ceiling and coloured lights. Drinks were served from Bora Bora, including a cocktail concocted specially for the launch. Cool Deck, Skybar,
Club Islander and Ami’s Terrace provided a live lamb spit.

The entertainment ran from when the bonfire lit up at 7pm until the last few revellers
retreated at 5am. The programme featured stage performances by local DJ, Angela Flame,
spinning alternately with Clinton Carnegie and Maniam, and international DJ Julius Papp
with vocalist Morrison from San Francisco.

Other highlights included a fashion show, shadow dancers, fire twirlers, shisha and beach spa counters.

More than 50 event staff handled logistics, such as staffing the activity booths, sound
management, bartending, catering and even parking. Event partners Royal Sporting
House, Planet Fitness, Sisley and Bikini Bar generously sponsored clothes and prizes.

VERDICT
Attendees describe the event as “a beach party with gourmet food”. Chris Chang, senior associate, SGX Derivatives Trading,
American Express beach bash Siloso Beach on Sentosa island was the chosen venue for an upmarket beach party that saw nearly 700 delegates enjoying gourmet food and ‘heart-pounding’ dance music says: “The beach-party launch of the Amex Platinum Card was definitely a success.

“Plenty of BBQ food was situated at four corners of the pavilion with an exquisitely decorated dessert table right in the middle.

“The fashion show was entertaining and the music was heart pounding.Bundled with the open-air massage and shisha corners, it added a nice touch to the Platinum lifestyle.”
Shailesh Baidwan, vice-president, Card and Lending, American Express International Inc, says: “We are delighted with the highly positive response received.

“Much effort was made to ensure the party offered the true Platinum experience that our
card members are accustomed to.”