Like its U.S. counterpart, American Express Canada has long used partnerships with music, sports and other organizations to offer cardholders early access to tickets.

Now the financial services company is looking to deepen existing relationships and embark on new partnerships to offer perks that extend beyond its Front of the Line early access ticket program.

“We help sell a vast number of tickets. Now we’re looking to deepen relationships and add value to the customer experience by adding more events and more experiences,” said David Barnes, American Express Canada’s vice president of advertising, sponsorship and communications.

Those experiences range from the opportunity to attend a preconcert party at an American Express-branded lounge to receiving free digital songs by the artist or band.

“We want to go beyond tickets by selling experiences,” he said.

The company’s current partnerships include Live Nation, Mirvish Productions and Roy Thomson Hall and Massey Hall.

American Express Canada also has expanded its portfolio outside of entertainment with a new tie to the Toronto Pearson International Airport.

Like its other partnerships, the company is using the tie to provide added value benefits to American Express cardholders. That includes complimentary valet service, parking discounts and access to fast-track security lanes.

The company also will provide complimentary wi-fi and other services to both cardholders and non-customers.

Those added-value benefits helped sway the airport towards a partnership with American Express, said Barnes.

“It’s fair to say they were talking to other credit card companies. The reason we’re working together is our joint goal and attitude about not just wanting to plaster the airport with more branding, but working together to bring assets to bear that will enhance the traveler experience.”