2025 celebrated the fourth year of American Express’ presenting partnership of BST Hyde Park Festival, with over 500K attendees across eight sold-out nights of incredible shows.
Amex and BST combined to support the full festival journey, from pre-sale ticketing access to on-site engagement. Amex’s key brand mission is to deliver premium, differentiated experiences on-site and maximise engagement with Card Members and Prospects through elevated experiences.
Amex provided value to the festival via its flagship ‘Amex Experience’ activation, alongside branded pop-ups across the grounds. This year, the Amex Experience boasted a newly-built Mezzanine level which facilitated tailored in-space offerings and deeper engagement opportunities. Card Members were able to take up to three guests to the Mezzanine, allowing the brand to be inclusive while offering a premium experience.
The Amex Experience also allowed all guests to capture photo moments, win branded merch via artist-integrated games, and enjoy various bar and lounge spaces.
Benefits also extended sitewide including complimentary branded water bottles, Card Members exclusive merchandise lanes and a 5% cash back spend offer. PR, social & influencer content further drove mass awareness and helped extend reach beyond the site.
This year was also boosted by a bigger-than-ever artist integration through Amex’s partnership with Olivia Rodrigo. Olivia’s GUTS tour bus visited the general festival grounds for her headline performance, allowing super-fans to engage tangibly with the Amex brand alongside their favourite artist.
Total Amex brand festival engagements increased +32% YoY, highlighting a successful year of partnership.
