The platinum card, the upscale credit card for American Express card holders, is celebrating its 10th anniversary.

The product is marketed as a symbol of luxury, status and wealth, but American Express Travel Related Services Co. has begun to emphasize the platinum card's practical values.

Some of the value-added services introduced recently include free membership in various airline airport dubs and car rental programs. Also, the platinum card international airline program offers complimentary companion tickets when platinum cardholders purchase full-fare tickets on international flights.

"Today's Platinum Card member wants not just exclusivity and personal attention, but value as well," said Sallyann Colonna, vice president of platinum card marketing, in a press release.

American Express offers the charge card to its card members who have good payment records for at least two years and spend a significant amount on their American Express card.

-- Lisa Fickenscher

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