American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
CHALLENGE / OPPORTUNITY
In 2022, American Express and Resy approached Shiraz to create a "must-attend" experience for dining enthusiasts. The goal was to build buzz and excitement around the Gold Card and Resy while also encouraging visitors to come together to support local restaurants and other small businesses.
STRATEGY / EXECUTION
To showcase all you can get with Amex Gold and Resy, we turned the iconic Santa Monica Pier in Los Angeles into a culinary wonderland to create the ultimate summer foodie festival celebrating classic American boardwalk culture, with a focus on nostalgic summer fun and reimagined boardwalk food and games: "Amex Gold Card x Resy Present: The Boardwalk."
First, we leveraged Resy's dining expertise to curate a superstar lineup of 12 of LA's most sought-after restaurants and award-winning chefs to put their own creative spin on a unique boardwalk treat. Then, we filled the pier with Gold Card partners & perks in a super fun carnival environment with a distinctly modern edge, featuring a live DJ, a half-pipe skate ramp, roaming stilt walkers, rosé popsicles, a mini golf course, and more beloved boardwalk games. Finally, we amplified the event by utilizing sponsored social accounts, partnered influencers, and affiliated media channels.
RESULTS / REACTION
Once it was time to book, "The Boardwalk" event sold out in 48 hours! The excitement was palpable, and guests could feel the energy throughout the pier, with tons of overwhelmingly positive social and earned media coverage. The Boardwalk made it clear that Resy/Amex was the golden ticket to a higher standard of life.
900+ Guests (Sold Out to Capacity)
14% of Ticket Purchases were New Users to Resy
117 Pieces of Media Coverage
34.5K Organic Video Views
60K+ Influencer-Based Impressions
TESTIMONIALS / REVIEWS
Thank you so much for the magic you created for our members on Saturday. What a way to kick off experiential for the year!! - Vice President, American Express Gold
