MasterCard gets on the catwalk

Hong Kong - Responding to the 68% growth in local retail value, MasterCard Worldwide and entertainment company IMG have joined forces to stage a fashion week to strengthen brand loyalty and increase local spending on fashion luxury products.

MasterCard Worldwide will be launching the "MasterCard Luxury Week Hong Kong" for the second time on 26 August. Major partners of the event include Miele, Taubman Asia, and DHL.

McCann Erickson is responsible for the event's ads, which are covered in ATL and BTL, while Weber Shandwick is handling the PR.

Denise Keller, Singaporean celebrity model has been appointed fashion ambassador for MasterCard in Asia and for MasterCard's Priceless fashion TVC.

Danny Cheung, VP of MasterCard Worldwide for the Asia Pacific region, said the fashion event is part of MasterCard's branding process. He added the combination of fashion and luxury is seen as the ultimate human endeavor that it has become a necessity of life, and that is what inspired MasterCard and IMG to come up with the fashion idea.

Luxury brands such as Anna Sui, BCBGMAXAZRIA, Diane Von Furstenberg, Donna Karan and Marc Jacobs will be involved in this year's "MasterCard Luxury Week Hong Kong".