ANZ card brand takes flight over HK

<p>HONG KONG: Australian bank ANZ has teamed up with the Hong Kong </p><p>Cancer Fund to give flight to the city's first airship advertising </p><p>campaign. </p><p><BR><BR> </p><p>The three-month long campaign is the latest in a series of executions to </p><p>promote ANZ's Pt100 platinum Visa card. The bank will donate US$6.40 to the fund for each card application approved. </p><p><BR><BR> </p><p>ANZ's director of marketing and sales, Karen Lau, said the use of the </p><p>airship introduces a "wow factor" into the marketing communications </p><p>effort to sign-up 50,000 new cardholders - mainly men with an annual </p><p>income of at least US$4,500 - by early next year. </p><p><BR><BR> </p><p>Lau said that the bank was "progressing well toward that target", </p><p>adding: "the airship will keep the campaign momentum at the level we </p><p>want". </p><p><BR><BR> </p><p>The airship, also known as a lightship because it is equipped to light </p><p>up at night, is being used by ANZ because it closely matches its mission </p><p>"set a new platinum standard in Hong Kong". </p><p><BR><BR> </p><p>"It (the airship) symbolises exactly what Pt100 is all about: a breakout </p><p>product that delivers a distinctive and innovative customer experience </p><p>for the most successful and technology-savvy people of Hong Kong," said </p><p>Brian Hartzer, ANZ global cards managing director. </p><p><BR><BR> </p><p>Lau added: "As the card is new in Hong Kong, we have to do something to </p><p>challenge the status quo. To do that, we need something new and unique </p><p>and there are a limited number of ways to make a campaign </p><p>unconventional." </p><p><BR><BR> </p><p>The campaign is supported by print advertising, entertainment activities </p><p>and direct marketing. </p><p><BR><BR> </p><p>The airship belongs to Lightship Asia-Pacific, a partnership between Sir </p><p>Richard Branson's Virgin Group and airship manufacturer American Blimp. </p><p><BR><BR> </p>