Hang Seng reworks prestige offering

Hong Kong - Hang Seng Bank has launched an experiential in-store marketing program for its Prestige Banking division, offering a range of customer services from a personal concierge to travel and dining suggestions, in an effort to lure more affluent customers.

As part of a new image for its Prestige service, Leo Burnett Hong Kong has launched a campaign to help strengthen Hang Seng's affluent offering.

A TV spot featuring local composer Ronald Ng (pictured) kicked off on Monday and will run for three weeks. The TVC is supported by print and outdoor billboards located in Central and in-store at Hang Seng branches across the territory.

Maxus handled media buying and planning duties for this campaign.

William Leung, Hang Seng's general manager of Personal Financial Services & Wealth Management, said the refined Prestige Banking service aims to provide an "all-round" and flexible offering.

"Wealth management is one of the Bank's key growth drivers, contributing 31% to operating income in the first half of 2007," he said.

"We will continue to leverage our leading market position, premium customer service and comprehensive range of products to attract new customers and deepen relationships with existing ones."