“Blow Out” offers a behind-the-scenes look at famed stylist Jonathan Antin as he expands his business from one salon in West Hollywood, California, by opening and operating a second salon in Beverly Hills. The six-episode series is executive-produced by Reveille LLC, Magna Global Entertainment and Shapiro/Grodner Productions.

As a show sponsor, the OPEN Network is launching an integrated marketing campaign that includes print, television and radio advertising featuring Jonathan Antin; Cardmember Communications; and an interactive Web site at www.open.americanexpress.com. On the site, entrepreneurs and their peers can share perspectives on the business issues Antin faces in the show. In addition, the series will demonstrate how Antin uses OPEN Network products, tools and services to help manage his business.

“The marketplace has become increasingly cluttered, and it's critical that we continue identifying new and unique ways to communicate with small business customers and prospects,” said Rosa Sabater, vice president, OPEN: The Small Business Network from American Express. “Our research has shown that many business owners are interested in seeing more television shows featuring entrepreneurs, and I think they will be able to identify with the challenges Jonathan Antin faces as he expands his salon business.”

Elements of the OPEN Network marketing campaign surrounding the “Blow Out” sponsorship include:

• New Advertising Campaign — Created by New York-based Ogilvy & Mather, the campaign will target small business owners. The print portion of the campaign breaks the week of June 7, and will include national and local small business publications and beauty industry trade press.

The television campaign breaks today on national cable outlets — including Bravo, during “Blow Out” broadcasts — and in morning and prime time programming in the New York, Los Angeles, Chicago, Boston and San Francisco markets.

The radio campaign, which also breaks today, will run during morning and evening drive times and throughout the day in New York, Los Angeles, Chicago, Boston and San Francisco.

• Online Business Forum — The OPEN Network is also launching a special “Blow Out” sitelet on www.open.americanexpress.com. Created by New York-based Digitas, the mini-site is designed to help business owners share experiences and opinions around business growth so that they can benefit from the collective feedback of their peers.

The online forum will showcase Jonathan Antin and a diverse group of other business owners — including a cattle rancher, a contractor, a translator and television producer David Collins — who will share their unique insights on challenges to business growth. Visitors to the site will be invited to submit their thoughts and ideas, and to take part in weekly polls related to the business issues Antin faces throughout his show.

• Product Integration — As an American Express Business Cardmember, Jonathan Antin will be shown during the show utilizing the products, tools and services of the OPEN Network to help him manage his salon.

“By using multiple channels to highlight how the OPEN Network helps Jonathan Antin run his business, our campaign will bring to life how the OPEN Network stands behind business owners who are behind big things by providing products and tools that can help fuel business growth,” Sabater added.

The OPEN Network's sponsorship of “Blow Out” is the latest in its evolving effort to break through with customers and prospects, in part, by celebrating the success of business owners who are behind “big things.” Most recently, the OPEN Network launched an advertising and marketing campaign featuring David Collins, the co-founder of Scout Productions and creator of “Queer Eye for the Straight Guy” in February 2004.

About OPEN: The Small Business Network from American Express
OPEN: The Small Business Network is the dedicated division of American Express that offers small business owners a wide range of tools, services and savings designed to meet their evolving needs. This includes charge and credit cards, convenient access to working capital and credit information, enhanced online account management capabilities and savings on business purchases and business services from an enhanced lineup of partners.

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.