Media Release: Free Family Event to Unlock People’s Untapped Potential

The American Express Festival of Potential at Darling Harbour

29 November 2010 - On Friday 3 and Saturday 4 December, between 8am and 8pm, Darling Harbour’s Palm Grove will come alive with energy and laughter as Sydneysiders are invited to explore their potential and help disadvantaged young people at the American Express Festival of Potential.

Young and old are invited to come on down and learn a new skill at the Festival, such as learning to dance like a Hip-Hop star with The Sydney Dance Company, clown around with the Sydney Trapeze School, take part in a world drumming workshop with Drum Beats or unleash their inner artist by painting and sketching at workshops hosted by professional artists from the Mind Gallery.

Pieces of art created by the public will be turned into a communal piece of art titled: ‘heART of Potential’, which will grow and adapt as the public make their creative contributions. American Express has enlisted the help of acclaimed artist Leo Robba to oversee the work. For every person who makes an artistic contribution to the ‘heART of Potential’, American Express will donate $25 (up to a maximum of $50,000) to Mission Australia’s Creative Youth Initiatives, (CYI) service, which offers marginalised young people the opportunity to express themselves, build self esteem and gain professional qualifications through art and music.

Those unable to attend the Festival can still participate by logging on to Facebook - www.facebook.com/americanepressaustralia and posting a photo, image or video, which will be incorporated in a digital version of the ‘heART of Potential’.

The ‘heART of Potential’ will be exhibited as a digital 3D animated artwork at Mission Australia’s ARTWORKS! from 7-10 December at The Muse, 695-731 Harris Street, Ultimo. The exhibition features artwork in a range of mediums from painting and sculpture to photography by graduating CYI students.

Corrina Davison, Vice President of Brand, Loyalty and Rewards at American Express said, “After the success of last year’s Festival, we are delighted to be helping Sydneysiders unlock their potential and raising money to help Mission Australia continue to reach people through their Creative Youth Initiatives. This year is set to be even bigger and better with something for everyone, whatever your passion might be.”

Mission Australia Operation Manager for Youth Services Evelyne Tadros said, “Through our partnership with American Express we hope to raise as much money as possible to help young people who are disadvantaged to fulfil their potential through creative outlets such as music and art. Why not come down, have some fun and raise money for a very worthwhile cause.”

• WHAT: American Express Festival of Potential
• WHEN: Friday 3 and Saturday 4 December, 2010
• WHERE: Palm Grove, Darling Harbour
• TIME: 8am-8pm
• COST: Free
• WEBSITE: www.facebook.com/americanexpressaustralia

For more information please contact:
Lara Wilson:  lara@zing.net.au, 0450 846 805 or Trisha Routledge: trisha@zing.net.au, 0416 981 280


Available for interview in the lead up to the event:

• Leo Robba: Festival of Potential ambassador and artist
• Evelyne Tadros: Mission Australia, NSW Operations Managers
• Corrina Davidson: VP of Brand Loyalty and Rewards, American Express

About American Express
American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success.

Connect with us on www.facebook.com/americanexpress, www.twitter.com/americanexpress and www.youtube.com/americanexpress.