From 8 October to 31 December, the campaign will utilise print, radio and digital to connect with current and prospective American Express members over the festive spending period. The primary target is promoting card usage among existing cardholders in Singapore and overseas, with the secondary target pegged on acquisitions. Participants stand the chance to win 12 pairs of round-the-world business class tickets from Singapore Airlines. One winner will be announced every fortnight in the Straits Times from 5 November through the end of the campaign. Every S$10 spent on an American Express card equals one chance to win. Cardholders can earn two chances spending with Singapore Airlines, ION Orchard or The Shoppes at Marina Bay Sands and 10 chances when applying for a new or supplementary card. The campaign launched with a full-page, full-colour ad in Straits Times and Today.