marKET American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success.

Each day, American Express makes it easier, safer and more rewarding for consumers and businesses to purchase the things they need and for merchants to sell their goods and services. An engine of commerce, American Express provides innovative payment, travel and expense management solutions for individuals and businesses of all sizes. Most of all, American Express helps its customers realise their dreams and aspirations through industry-leading benefits, access to unique experiences, business-building insights, and global customer care. American Express enable their customers to do more and achieve more.American Express Saudi Arabia Limited (ASAL)

In keeping with American Express’ global leadership position in the card payment industry, American Express Saudi Arabia Ltd (ASAL) is committed to bringing the most innovative products to Cardmembers in the Kingdom. Moreover, it supports its Cardmembers’ lifestyle aspirations by offering a host of financial, travel and lifestyle related services.

American Express products have been available to customers, merchants and corporations in Saudi Arabia for over twenty years and the formation of American Express Saudi Arabia Limited, in 1999, through a joint venture between the Saudi Investment Bank and Mawarid Investments Ltd represented a major milestone in further strengthening the American Express brand in the Kingdom. Combining the resources and expertise of American Express with The Saudi Investment Bank has contributed

to developing and expanding the services offered to American Express Cardmembers and merchants in the Kingdom.

hiSToryThe American Express brand is 163 years old this year. It is recognised as a major global brand, one that continues to redefine the experience of international travel for both business and leisure. The brand’s products and services are available in more than 200 countries and the Company employs over 60,000 staff around the world.

American Express’ origin dates from the opening of America’s ‘Wild West’ frontier in 1850 and is linked with two legendary names, Henry G Wells and William Fargo. Originally the

duo, with the help of John Butterfield, launched an express freight company at a time when business was driven by the need for safe and

speedy transportation of gold bullion and bank notes. During the 1860s, as the US edged towards civil war, the Company transported vital supplies to Union army depots and undertook the risky task of delivering election ballot forms to troops in the field. In 1882, American Express introduced the Money Order as a safer alternative to shipping large amounts of cash. By 1886, American Express had established links with banks across Europe enabling emigrants in the US to transfer money to their families overseas.

The Company also started to pay money by telegraph and sell small drafts or money orders, which could be cashed at more than 15,000 outlets. Five years later the world was introduced to the American Express Travelers Cheque. The revolutionary idea provided a secure, convenient form of payment, particularly as they were refundable if lost or stolen. In addition, American Express offices in England, France and Germany took their first steps into the travel business by selling tickets for transatlantic ships. In the early 1920s, American Express expanded its travel and international financial operations to Latin

America and the Far East. Business continued to grow after World War II and, in 1958, the iconic Green American Express Card was launched. The Card not only provided holders with a flexible means of payment in outlets throughout the world, but conferred an immediate status on the holder, a mark of exclusivity that continues today.

In 1970, in response to growing demand from business executives, American Express launched the Corporate Card to facilitate on-the-spot payment of business expenses and, in 1972, the

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Company was behind the first mass roll-out of magnetic stripe cards. In 1984, building upon the success of the exclusive American Express® Gold Card launched in 1966, American Express launched The Platinum® Card, strengthening its position as the leader in premium card products. Offered by invitation only, the Platinum Card was the first of its kind. In 1999 American Express introduced the ultra-elite Centurion® Card, a natural extension of its premium line products.

To coincide with the company’s 150th anniversar,y in 2000, the Green Card was given a fresh, contemporary look with new added benefits which reflected the holder’s changing aspirations and lifestyle. Today, American Express provides expense management tools to more than 70% of Fortune 100 companies.

ProducTAmerican Express is famous for its Charge Cards which have no pre-set spending limit. American Express Saudi Arabia issues the American Express® Green Card, the American Express® Gold Card, The Platinum® Card and The Centurion® Card. The Green Card, which is the cornerstone of the brand, offers travel and entertainment benefits including travel insurance and purchase protections. The Centurion® Card offers the ultimate in personal service with a benefits package which includes a Personal Account Manager who assists Cardmembers with their travel, entertainment and other lifestyle requirements.

Building on the success of its Charge Cards, American Express Saudi Arabia has also introduced a portfolio of Credit Cards to the region to meet the demand for innovative products tailored to meet the needs of various consumer segments. These include Blue from American Express®, which was unveiled in 2002, designed to meet the needs of the pre-affluent segment by offering financial flexibility and rewards.

In 2003, the American Express® Gold Credit Card was launched in Saudi Arabia followed by the American Express® Platinum Credit Card. A new successful partnership with Etihad Airways in 2009 saw the launch of the American

Express® Etihad Guest American Express Gold Credit Card and the American Express® Etihad Guest Platinum Credit Cards.

PromoTionGlobally, American Express campaigns have always focused on the benefits and rewards associated with being an American Express Cardmember. American Express has always been well-known for conducting compelling advertising campaigns and has produced some of the world’s most famous and universally recognised slogans, such as “Don’t leave home without it.”

The 2004 “My life. My Card” campaign was highly popular around the world. In Saudi Arabia, this campaign was developed and launched to showcase the American Express brand as one that is dedicated to meeting the needs of those individuals who seek the extraordinary from life. The campaign brings to life how the American Express brand aims to meet the unique lifestyle needs of its Cardmembers, perfectly complementing their lives and giving them the attention and recognition they deserve. Through the years, the campaign has evolved and continues to showcase how American Express helps to make its Cardmember’s lives easier, enjoyable and secure no matter where

they are, whether through access, rewards, products or services.

brand valuESSince its founding in 1850, from “a promise to pay” to “The world’s most respected service brand,”

American Express has conducted business according to several guiding principles that over the years have become inextricably linked with the company’s brand, products,

services and – perhaps most notably – its people. Generations before the phrase “company values” entered the corporate lexicon, American Express employees across the organisation were demonstrating the same core principles upheld by the company today. These are reflected in the values of American Express Saudi Arabia which help to ensure a positive difference is made in customers’ lives.

Quality - American Express provide outstanding products and unsurpassed service that, together, deliver premium value to their customers.Integrity - American Express uphold the highest standards of integrity in all of their actions.Teamwork - American Express work together, across boundaries, to meet the needs of their customers and to help the company win.Respect for People - American Express value their people, encourage their development and reward their performance.Good Citizenship -American Express are good citizens in the communities in which they live and work.A Will to Win - American Express exhibit a strong will to win in the marketplace and in every aspect of their business.Personal Accountability - American Express are personally accountable for delivering on their commitments

www.americanexpress.com.sa

Things you didn’t know aboutamErican EXPrESS

When American Express Company was founded, the United States was just 75 years old with a population of 23.1 million.

The first Card that American Express introduced was made out of paper.

In 1920, King Constantine of Greece granted a banking license to American Express in Greece as he was so impressed by American Express’ attentive service during his trips to Switzerland. American Express remained the only American bank in Greece for 25 years.

American Express was one of the first Express companies worldwide to give employees a day off on Saturdays.

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