Credit card giant American Express is launching a travel auction website for cardholders as part of its “My Life, My Card” strategy. The Going Once website launch is being backed by an experiential campaign centred in London created by OgilvyOne.
The company is operating the site as a Dutch auction where the price continues to drop until a bid is placed. There will be nine different holiday packages available – one offered each day. The price will then drop every 20 minutes between 4.20pm and midnight. Destinations offered include Hong Kong, Antarctica and the Greek Islands.
Cardholders are also given the option of buying a choice of three fixed-priced packages each day.