As a result of the new alliance, the American Express Card is now the "Official Card of Tourism to Australia," making the dream of an Australian vacation even more attractive for U.S. cardmembers.

ATC Vice President The Americas, Michael Londregan said the new partnership, the first of its kind for the national tourism office, was a significant step forward for Australia's global tourism marketing efforts. "The new partnership will help bring very significant opportunities and benefits to American Express Cardmembers interested in traveling Down Under," Londregan said. "We know our country is a dream destination for travelers worldwide and the partnership will help American Express customers make their dream of an Australian holiday a reality."

The first market to benefit from the partnership will be the U.S., with another five markets to follow in year two, and global activity by year three.

"Australia is high on the vacation wish list of many U.S. travelers," said Cynthia Valles, senior vice president and general manager of the U.S. Consumer Travel Network of American Express. "The idea behind this initiative is: ‘Why wait?’ There’s no time like the present to take advantage of these great offers and book that once-in-a-lifetime experience."

"Because we know that Americans want experiences that are customized to their lifestyles and interests, we created a number of exclusive Australia vacations that reflect the desires of our customers," Valles explained. "They include golf trips, family adventures, epicurean explorations, ultra-luxurious experiences and special value vacations. So, there’s truly something special for everyone."

With the purchase of any one of a variety of special Australian vacations listed on www.Australia.com/AmericanExpress through American Express Travel, cardmembers receive a range of exclusive benefits, including:

• Double Membership Rewards Points*;

• A statement credit of up to $150** on qualifying vacations;

• An Australian Vacations Values card which offers a range of exclusive values on shopping, dining and sightseeing across Australia, including 2 for 1 savings on some of Australia’s best and most unique experiences.

For example, for the budget-conscious, American Express Travel is offering a "Great Deals" vacation, two-week air and hotel trips to Sydney and Melbourne and the Great Barrier Reef from $1899 per person from Los Angeles for travel from now through June 19 and from July 21 through Aug. 28, 2004. In addition, Cardmembers who purchase the "Great Deal" offer receive double Membership Rewards points*, a credit of up to $150** on their American Express Card and an Australian Vacations Value card which entitles them to savings across Australia.

In the first year of the partnership American Express and the ATC will launch nearly 40 separate marketing initiatives to reach U.S. consumers, including both online and direct mail communications, that will aim messages and offerings to both experienced and new travelers to Australia.

There is also a targeted advertising component with American Express Publishing’s family of luxury lifestyle publications that will feature ads tailored to the interest of readers. For example, ads in "Food & Wine" will focus on the Australian culinary experience, while those in "Travel + Leisure Family" will showcase Australia as a destination for family travel. Ads will also appear in "Travel + Leisure Golf" and "Departures" magazines.

In addition, the ATC is working closely with the American Express Consumer Travel Network to train hundreds of travel counselors across the nation to sell Australia and the special vacations developed jointly.

Londregan said the United States is a major tourism market for Australia, which offers enormous potential particularly with luxury market travelers.

"Australia receives close to half a million US visitors each year; however we know that millions more dream of visiting Australia. Through this partnership we believe we can make it easier than ever for many Americans to plan and take an Australian vacation," he said.

American Express entered the travel agency business in 1915 and today is one of the largest global travel agency networks. The company has more than 1,700*** Travel and Foreign Exchange Service locations worldwide in more than 130 countries.

For more information on vacation details and exclusive offers contact an American Express Travel location at 1-866-AXP-2487 or visit www.Australia.com/AmericanExpress.

American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a world leader in charge and credit cards, Travelers Cheques, travel, financial planning, business services, insurance and international banking.

* When using an eligible, enrolled American Express Card. Offer valid only for new bookings made 4/1-12/31/04 for travel completed by 4/1/05.

** Eligible cardmembers who charge their party’s qualifying vacation of $2,000 or more at a participating American Express Travel Service location may take advantage of the Cardmember Annual Travel Benefit and receive a statement credit of $100. Gold, Platinum and Centurion Card member can receive a $150 credit on vacations of $2,500 or more.

*** Not all services available at all locations; subject to local laws.

MORE INFORMATION ON THE PARTNERSHIP

The partnership resulted from meetings between Australian Minister for Small Business and Tourism Joe Hockey, ATC executives and American Express Chairman Ken Chenault during the Minister's 2003 tourism trade mission to New York.

By entering into this partnership, Australia will be able to appeal to Americans most likely to travel to Australia, and maximize its marketing investment in the world's most competitive market.

The first year's advertising activity will include thirteen separate insertions in seven titles targeting niche segments ranging from traveling families, golfers and luxury travelers to value seekers, food and wine lovers and business travelers.

Qantas Airways, Brendan Tours, Pleasant Holidays, Northern Territory Tourist Commission, Tourism New South Wales, Tourism Victoria, Tourism Queensland, South Australian Tourist Commission and Tourism Tasmania as well as some of the most desired experiences around Australia have joined together to make this program a reality.