One of the privileges the American Express offers its members of the Platinum Card is the subscription of its Departures Magazine. It is a luxury lifestyle publication exclusively for American Express Platinum Card members. The magazine already has several editions around the world and would be launching new editions for the Asia Pacific markets.
From December 2010 the publication will be tailored for distribution in Australia, New Zealand, Hong Kong, Singapore, Malaysia, Taiwan and India. The magazine is US based but each Asia Pacific edition would be customized for the local audience. Each edition will have original content as well as the best and most relevant editorial material from the US edition. The new editions will be published in English and Chinese to increase its accessibility in the diverse geographical region.
Lisa Gregg, Vice President Lifestyle Marketing and Publishing, American Express sounded very confident and optimistic about the new initiative. Their experience with the European editions has been very encouraging and the publication has become very popular with the card members since its launch in Europe in 2004. They have no doubt that the growing number of affluent consumers in Asia Pacific region will receive the new publication very well.