Diners invests to fill market gap in premium sector

<p>HONG KONG: Diners Club Card has launched its first Asian ad campaign in </p><p>10 years, to coincide with a brand repositioning. </p><p><BR><BR> </p><p>The card is being positioned as a gateway to life experiences, aimed at </p><p>its premium market. </p><p><BR><BR> </p><p>The new campaign, worth more than HKdollars 10 million, has been created </p><p>by Euro RSCG Hong Kong. </p><p><BR><BR> </p><p>The TV and print creative emphasises that Diners Club customers are </p><p>people who enjoy entire experiences. One execution juxtaposes a man </p><p>waiting for a meal of truffles in a restaurant with the effort that went </p><p>into locating them in a forest in France. </p><p><BR><BR> </p><p>Euro RSCG executive partner Julie Ng said: "Everyone is talking about </p><p>promotions and offers, and going to the mass market. We realised that </p><p>there was a big gap in the market. Diners Club saw it as an opportunity </p><p>to go after a premium audience." </p><p><BR><BR> </p>

by | 05/25/2001