By Anna Sekula Posted October 3, 2011, 9:05 AM EDT
In recent days, the thousands that pass through Grand Central Terminal have been privy to more perks than normal during their daily commutes. Following Lacoste's social media installation ”La Machine L.12.12" the week of September 19, Citi and American Airlines created an Admirals Club airport lounge on Monday, September 26, as part of a national launch initiative to promote their new co-branded card. The temporary setup in Vanderbilt Hall, marking the first time the airline has opened its members club for the public to experience, was designed to give consumers an idea of the benefits of the Citi Executive/AAdvantage World Elite MasterCard.
Overseen by TMG Brand Communications and produced by Shiraz Events, the lounge was open for three days, kicking off on Monday evening with a V.I.P. reception and live performance by Gavin DeGraw. The organizers also used street teams on Segways—outfitted to look like airport check-in kiosks—to drive people to the space.
Clean and contemporary in design, the lounge featured white chairs and tables and comfy gray couches, and white lettering on black walls clearly articulated the travel benefits the card offers. Complimentary services—massages and shoe shines, as well as travel beauty tips and hair styling from the Warren-Tricomi salon—encouraged passersby to linger, while a digital station filled with iPads supplied visitors with additional information about the new product and the AAdvantage loyalty program. There was plenty to eat and drink, too. Shiraz Events provided coffee, fresh juice, and sodas, three different types of wraps, cookies, and a selection of miniature cupcakes from Baked by Melissa.
The public promotion travels to Los Angeles next, opening at the Grove shopping center Tuesday, October 11, through Thursday, October 13.