Cathay, Amex unveil card

The launch comes just two months after Cathay and Citibank ended their co-branded card venture.

While the two American Express credit cards will initially be available exclusively in Hong Kong and Taiwan, plans are reportedly under way to introduce the initiative to other markets in the region.

The scheme is the only one of its kind to enable members to convert card spending automatically into Asia Miles. YC Koh, general manager of American Express Hong Kong, described the move as a milestone for his company, pointing out that affluent frequent travellers were its core customers. He added that Hong Kong and Taiwan were key markets for the brand.

The short turnaround between the end of the Citibank card and the new deal reflects the speed of a very competitive marketplace, according to Joanne Lao, managing director of TBWA and Tequila in Hong Kong.

She added that, although the cost of running these schemes has increased, they are still popular with financial services brands. Travel is something people really value. It has a real point of difference.

The initiative will be supported by an integrated campaign through OgilvyOne, Neo@Ogilvy and Ogilvy Public Relations - long-term partners of American Express - and MindShare. The marketing activity will include print, online, outdoor, in-flight and direct mail components. The campaign features images of well-known global landmarks constructed from the card. The initial push, running until September, was designed to raise awareness of the venture, and will have a presence in key transport locations.