DBS directs card to frequent flier traffic

Singapore - DBS has taken up JCDecaux's AYE outdoor spot, featuring its Altitude American Express Card which is targeted at frequent business travellers.

The 15-week OOH buy was booked by Mindshare and rolled out this month, and the huge 45 metres by 18 metres billboard is hard-to-miss for those travelling to Changi Airport. Taglined ‘Miles Above the Rest', the DBS Altitude American Express Card was conceptualised to appeal to a group of status-conscious, financially aggressive jet-setters, in particular PMEBs.

According to DBS, card customers would have the flexibility to choose from 38 international airlines across the networks of KrisFlyer, Star Alliance, Asia Miles and One World to redeem points earned.

A JCDecaux Singapore spokesperson said, "The billboard at 39 Keppel Road builds awareness as well as creates a strong brand resonance in the mind of business travellers. This allows DBS to generate high number of eyeballs at this precinct and hopefully increase its customer base".

David Communications Group handled creative.