Once in a Lifetime Travel: Going Once... American Express(R) Cardmembers to Bid on One-of-a-Kind Travel Packages; American Express Sends along the ''Ultimate'' Souvenir.

NEW YORK -- American Express today announced the launch of Going Once, an exclusive online auction offering Cardmembers access to one-of-a-kind experiences and unique take-home gifts. Going Once also features luxury travel packages at Cardmember-only prices and exclusive savings from more than 70 travel partners.

Going Once(1) will launch on April 25th with eight exceptional travel experiences focused on golf, outdoor adventure, wine, fashion, entertainment, the high seas, sun & sand and spa & wellness travel. A new auction will start each day and Cardmembers will have 24 hours to submit a sealed bid, with the package going to the highest bidder.

In addition to luxury travel (business class and private jet air travel) and five-star accommodations, American Express will take the liberty of choosing a unique complimentary souvenir in keeping with the Cardmember's travel theme. For example, the Cardmember purchasing the African safari will experience a South African safari, private helicopter tour of Victoria Falls and white-water rafting on the Zambeze River among other adventures. Upon the Cardmember's return stateside, American Express will deliver a 2006 Range Rover Land Rover Sport as a memento of safari game drives. For the Cardmember purchasing the Tuscan wine experience, American Express will have a Sub-zero wine storage unit and case of Coltibuono Chianti awaiting the traveler at home as a reminder of the private Tuscan tours and tastings in ancient cellars around the region.

In addition to the dream auction trips, each day Going Once will feature eight exclusive "Buy Now" packages, featuring luxury accommodations and activities available in limited quantities at Cardmember-only prices representing savings of up to 40%. For example, a seven-day Mediterranean cruise for two aboard the all-suite Regent Seven Seas Navigator for $6,672 (retail value: $13,590). For land-lovers, there is a four-day Kiawah Island Golf Resort vacation for $1,800 valued at $3,353.

"Going Once represents the essence of American Express - world class service and personal recognition," said Ayesha Almeida, vice president, American Express Network Marketing. "Whether it's a once in a lifetime travel experience, a fabulous deal on luxury travel or simply a deep discount on a hotel room, American Express Cardmembers receive exclusive access."

Going Once is open to all U.S. Cardmembers 18 years and older and takes place at www.mylifemycard.com/goingonce from April 25th to May 5th. A special auction preview will begin on April 17th but the bidding will not start until noon on Tuesday, April 25th.

Bid Opportunities Include:

--5-night Pebble Beach Golf experience

--10-day African Safari Adventure

--7-night private yacht cruise in the Caribbean for up to 6 people

--6-day London fashion experience

--6-day Tuscan Wine Tour

--7-night Ultimate spa experience at Miravel Spa

--7-night private island escape with chef, butler & masseuse 

--5-night New York City entertainment extravaganza

Buy Now Opportunities Include:

--3-night golf escape to Kiawah Island Golf Resort

--4-night Whistler Family Adventure with luge ride, eco tour and Hummer adventure tour

--7-day cruise on the all suite Seven Seas Navigator

--5-night Paris Fashion excursion with airfare from NYC 

--3-night wine experience at Silverado Resort in Napa Valley 

--5-night stay at your choice of select Starwood resorts

--4-night Hawaiian getaway with airfare from west coast

--3-night Vegas excursion at the Wynn Las Vegas

Special Cardmember-only savings at more than 70 hotels, rental cars, cruises & tour operators including:

--$1000 off Mediterranean sailings from Star Clipper

--Over $600 Savings on Danube River cruises

--20% off Trump Hotel

--40% off of rack rate at Beverly Hills Hilton

--Free companion ticket from NYC to London on EOS airlines

About American Express

Establishment Services is the merchant network of American Express, which acquires and maintains relationships with millions of merchants around the globe, which welcome American Express-branded Cards. American Express Company is a leading global payments, network, travel and banking company founded in 1850.

(1)Promotion begins April 25, 2006 and ends May 5, 2006. To participate in the My Life My Card Going Once Travel Promotion, you must be 18 or older, a resident of the United States, and an American Express Cardmember with a valid American Express card. Each day one travel package will be open for auction, and one travel package will be available for immediate purchase. There are eight auctions and eight buyable packages across (11) consecutive days. See americanexpress.com/goingonce for exact start and end times for each day's packages, as well as full promotional details. The highest bidding Cardmember for each day's auction will receive that day's vacation. You may enter a bid as often as you wish during the bidding period; however, your highest bid before the conclusion of each auction will be deemed final, binding, and enforceable. Quantities of buyable packages are limited and will be sold on a first-come, first-served basis. All sales are final. Void where prohibited. Restrictions apply. Offers subject to full terms and conditions available on americanexpress.com/goingonce.