American Express Celebrates Small Business with Major Sponsorship of ``The Restaurant'' TV Series.

Entertainment Editors/Business Editors

NEW YORK--(BUSINESS WIRE)--July 2, 2003

Company's Dedicated Small Business Division, OPEN: The Small

Business Network(SM), Plans Launch of Television and

Radio Advertising Campaign Featuring Series Star, Rocco DiSpirito 

Underscoring its continued commitment to the small business community, American Express today announced it will be a primary sponsor of "The Restaurant," an unscripted drama series that debuts on NBC at 10PM ET/PT on July 20, 2003.

"The Restaurant" offers a behind-the-scenes look at rising star chef Rocco DiSpirito as he grapples with the issues surrounding his attempt to fulfill his lifelong dream of creating, launching and operating his own Manhattan eatery. The six-episode series is executive-produced by Mark Burnett of Mark Burnett Productions, Reveille's Ben Silverman and Magna Global Entertainment's Robert Riesenberg.

As a sponsor, OPEN: The Small Business Network(SM) from American Express will launch an integrated marketing campaign that includes television and radio advertising featuring Rocco DiSpirito and a website (www.openrocco.com) where he will chronicle his experiences as a business owner and engage in a dialogue with other business owners. In addition, Rocco DiSpirito will be shown during the series using the products, tools and services provided by the OPEN Network as he manages his business.

"This is American Express's first television sponsorship involving branded content integration, and I think it's exciting that the country will get to see firsthand what it's like for an entrepreneur to create and launch a new business," said Kerry Hatch, executive vice president and General manager of OPEN: The Small Business Network from American Express. "Running a small business is the ultimate reality show, and many of the issues that Rocco DiSpirito faces in starting up his restaurant are similar to the daily challenges that many business owners and their employees face."

"American Express has been catering to the needs of small business owners for more than fifteen years, and the OPEN Network's sponsorship of 'The Restaurant' is a very natural extension of their mission and goals in serving business owners," added Robert Riesenberg, executive vice president and director of Magna Global Entertainment, one of the program's producers. "The OPEN Network's sponsorship of 'The Restaurant' makes sense for American Express and for the show."

Marketing Campaign Highlights Rocco DiSpirito as a Business Owner

As part of its sponsorship and support of "The Restaurant," OPEN: The Small Business Network will launch a multi-channel, integrated marketing campaign that includes the following elements:

    --  New Advertising Campaign - The OPEN Network's "Restaurant"
        advertising campaign, created by New York-based Ogilvy &
        Mather, will feature Rocco DiSpirito. Aimed at reaching
        business owners, the campaign includes national television
        spots that will break during the series premiere and air
        during the show throughout the run of the series. In addition,
        the ads will run during morning and prime time programming in
        the New York, Los Angeles, Chicago, Boston and San Francisco
        markets.

        The campaign also includes radio spots featuring Mr. DiSpirito
        and will run during morning and evening drive times and
        throughout the day in the New York, Los Angeles, Chicago,
        Boston and San Francisco markets.

    --  Online Business Forum - The OPEN Network will also launch on
        July 21st a special website for business owners. The site,
        www.openrocco.com, will feature Rocco DiSpirito's web-log or
        "blog" that chronicles some of the business challenges he has
        faced while launching his restaurant. Mr. DiSpirito will also
        engage other business owners in a dialogue and invite them to
        submit web postings about their thoughts or experiences with
        similar business issues.

    --  Product Integration - As an American Express Business
        Cardmember since 1999, Rocco DiSpirito and his team during the
        series will be shown using the tools and services of the OPEN
        Network to help manage the business.

"In addition to being a celebrity chef, Rocco DiSpirito is a business owner," added Hatch. "There are millions of small business owners in this country who employ tens of millions of people, and I believe many viewers of 'The Restaurant' will appreciate and identify with the ups and downs of running or working at a small business."

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.