• by February 2, 2001

By Adam Bernard

At first glance, you may think NBA All-Star weekend is American Express All-Star weekend, and that's just fine with American Express. The credit card company is blanketing the weekend and Washington D.C. (where the All-Star Game is going to be held) with their "Street" campaign. The campaign actually started last year, but focused mainly in New York City. It involves large banners of NBA players and coaches, with an adaptation of "cardmember since," and a date that best represents the player. For example, Minnesota Timberwolves Power Forward Kevin Garnett 's banner reads "Slammin' Since."

Tom Sclafani of American Express says that "the street campaign is part of our overall sponsorship of the NBA. We are, and have been since 1995, the official card of the NBA, and over the last couple of years have extended our campaign."

Extended indeed, as this year's campaign includes print advertising in ESPN Magazine, HOOP Magazine, Sports Illustrated, Time, USA Today and the Washington Post. Street sites near the MCI Center in Washington, D.C. as well as other highly visible sites, including bus shelters, wrapped buses, wallscapes, wild postings in construction areas and phone kiosks are some of the elements of the campaign.

Sclafani says, "In terms of being an NBA sponsor, we have several goals we hope to achieve, the first being we want to provide exclusive access to events to our card members."

American Express plans to accomplish this with their exclusive, cardmembers-only section of Jam Session, which runs from Feb 8-11. "The American Express Experience," will offer a private area that includes a half-court for shooting baskets, a video screen wall, snacks and drinks and a package/coat check. There will also be NBA player appearances and a silent auction for autographed jerseys, photos and other select items to benefit the Boys & Girls Clubs of Greater Washington.

Other events planned for cardmembers at Jam Session include one on Center Court of Jam Session on Saturday, February 10 from 9-10 AM. The event, hosted by Magic Johnson, will be open to the first 3,000 cardmembers who purchase Saturday Jam Session tickets with their American Express Card. The special event will feature revolve around Magic's career, with an opportunity to shoot baskets with him on court.

Overall, American Express hopes that through their connection with the NBA, a brand known around the world, they can showcase their services to more potential cardmembers.

- Adam Bernard can be reached at AdamBernard@mediapost.com