Going Once


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Questions?

Have questions about Going Once Winter 2008? Here are two easy ways to get them answered.

Below, we've addressed many Frequently Asked Questions. If you don't see your question in the list below, email us at goingonce@aexp.com.

Benefits

Program Basics

Pricing

Quantity

E-Commerce

Fulfillment

Requirements

Results

Marketing


Benefits

Why should I participate?
  • Be part of the buzz: With over 1.4MM site visits during our last campaign, high repeat visitation rates, and PR pick ups such as the LA Times, The Wall Street Journal and The Washington Post, the Going Once campaign definitely builds buzz.
  • Maximize your marketing – Minimize your investment: Benefit from our extensive online media buy and communication plans that will generate hundreds of millions of impressions. American Express will fund the program communications and media costs. Your only cost is funding the offers that are redeemed at the promotional cost. Plus we give you the extra security of working together to set a price floor (which is rarely reached).
  • Give your bookings a boost: Past participants reported incremental traffic to their site as well as a spike in calls. By participating, you can reach premium American Express Cardmembers who have a high propensity for travel during one of the peak booking time periods.
What are the benefits of participating with a Declining Price Package?
  • Generate tremendous buzz and Cardmember engagement
  • Four weeks of site exposure in addition to a promotional day dedicated to your destination during the campaign
  • Package sales are supported by a fully integrated media and PR plan
What are the benefits of participating with a Fixed Price Package?
  • Provide an opportunity to sell deeper inventory of lower priced offerings throughout the promotion
  • Homepage Cross Sell
  • Placement on FPO page
  • Available until the end of the campaign unless the package has sold out
What are the benefits of participating with a Premium Travel Offer?
  • Homepage Cross Sell (best offers will receive prominence)
  • Cross Sell throughout the site for “Sold Out” or “Try Again” messaging
  • Four weeks of site exposure
  • Flexibility in regards to offer and quantity

Program Basics

How long does the promotion last?

The promotion last for 9 days, from 2/4/08-2/14/08. We will also have a preview period starting January 21st 2008.

How does Going Once work?

Going Once is an innovative and interactive promotion that provides Cardmembers access to purchase special vacation packages and explore exclusive travel offers. Each day of the promotion centers around a limited quantity travel package to a top global destination offered at a price that declines every 20 minutes by an amount unknown to the Cardmember until the package sells out. Cardmembers will feel a sense of urgency as they watch the price and inventory decline before their eyes. In addition other limited supply, lower fixed priced packages and unlimited Premium Offers that are relevant (geographically or thematically) to the day’s “Declining Price Travel Package” will be prominently offered and cross-sold to Cardmembers.


Pricing

How is the Cardmember price determined for each product?

DPP: Ultimate sales price is determined by what the promotion will bear: Prices start at retail and drop every 20 minutes by a pre-determined amount decided by American Express. We work with our partner to set up a price floor of at least 50%. The average sales price has historically been 32% off retail.
FPP: A pre-determined fixed price of 25% or more off retail price

How much does it cost to participate in Going Once?

American Express will fund the program communications and media costs. Your only cost is funding the offers that are redeemed at the promotional cost. Plus we give you the extra security of working together to set a price floor (which is rarely reached).


Quantity

What quantity of products should I provide?

That depends on the level of participation.
DPP= 10-30 trips (based on price point)
FPP= 100+ trips
PTO= up to merchant


E-Commerce

Who handles the e-commerce process for Declining Price Package?

For Declining Price Packages, the transaction is processed on our website and through our processing system via a merchant number set up just for you.

Who handles the e-commerce process for Fixed Price Package?

For Fixed Price Packages, the transaction is processed on our website and through our processing system via a merchant number set up just for you.

Who handles the e-commerce process for Premium Travel Offers?

For Premium Travel offers, you provide us a link to your site - ideally a promotional splash page (with American Express® branding, where applicable) where Cardmembers can go to actually purchase the product.


Fulfillment

What is the fulfillment process?

The fulfillment process is managed by the merchant. We provide the Cardmember information and invite to have either the Cardmember reach out to you or you can contact the Cardmember.


Requirements

What do I need to provide?

Once your product is accepted into Going Once, there’s very little you have to provide:

Declining Price Package
  • Limited inventory packages(10-30 ) including air, lodging, special amenities and/or experiences at the price bought by the Cardmember (typically 32% off retail)
  • Site visuals, copy (detailed itinerary), logo
  • Book by date – 4/15/08
  • Travel by date – 2/15/09 or later
Fixed Package Package
  • Moderate inventory packages(100+) including lodging and special amenities and/or experiences (air is optional) at 20%-40% off retail
  • Site visuals, copy (detailed itinerary), logo
  • Book by date – 4/15/08; Travel by date – 2/15/09 or later
Premium Travel Offer
  • Offer must meet ES Minimum Offer Guidelines
  • Offer details, copy , logo
  • Book by date – 2/28/08
  • Travel by date – 7/31/08 or later
Can I participate in more than one level?

Yes, you can participate in more than one level if your product or service is accepted for each.


Results

What is the average click-through rate for Premium Travel Offers?

On average, 6.5% of total site visits click through to Premium Travel Offer interaction.

How much traffic should partners at each participation level expect?

Going Once generated 1.4MM site visits. The visits to each unique offer will vary.


Marketing

What is the deadline for participation?

All Requests for Participation (RFP) and/or Participation Agreements are due by September 27th.