Amex launches magazine so exclusive it has no title

LONDON - American Express is launching a customer magazine so exclusive that it will not even have a name, to be sent to holders of the invitation-only Centurion card.

The company is dubbing the title "The Magazine" but it will not have any official title or logo. The first cover is being designed by Tomas Maier, creative director for upmarket handbag label Bottega Veneta.

Content for the magazine is what you would expect for holders of the Centurion card, which is offered by invitation only for an annual fee of $2,500. Features in the first issue including a look at the Mirabella V, the world's largest single-mast sailboat, and a visit to a remote safari lodge in Namibia.

Advertisers in the first issue are Lexus, Radisson Seven Seas Cruises, St Regis Hotels and the famous jeweller Tiffany.

The magazine is being edited by Richard David Story, who also edits Departures magazine, which is sent to Platinum and Centurion card members.

Sylvia Bass, vice-president of Platinum card and Centurion card product marketing at American Express, said: "This special edition magazine, available only for our Centurion members, will help feed their appetite for new information that caters to their lifestyle.

"Through 14 years of Departures, we have established a very intimate relationship with and real understanding of affluent, luxury-minded readers. This new publication is meant to expand on that franchise."

The magazine will be delivered in a customised black box to Centurion members from mid-September. It has the unusual dimensions of 10" x 12.75".

The Centurion card rewards members willing to pay the $2,500 fee with personalised services and access to elite travel benefits. It was launched in 1999.

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