Launched with the tagline 'Want it. Go for it!', the card's marketers believe the sky party will help amplify noise levels for their product in a market where as many as 200 co-branded competitive offers are available.
Applicants who sign up for the Dragonair Visa card before June 30 will be entered into a lucky draw, with the winner invited to take up to 80 friends along for the sky party, which includes a weekend trip to Bangkok.
Applicants who sign up for the Dragonair Visa card before June 30 will be entered into a lucky draw, with the winner invited to take up to 80 friends along for the sky party, which includes a weekend trip to Bangkok.
Dragonair's general manager for marketing, Singmay Chou, said the carrier was looking to reach infrequent travellers and had positioned the card as a fun product that offered extra bonus points for faster accumulation of points and free flight redemptions. This communicated in the launch spots through the offer of free flights on spending as low as HK$9,000 (US$1,154).
The card's launch TVC, created by DBS' advertising agency David Communications, features a dream-like sequence as party-goers traipse off to an aircraft, while a second spot, in 30- and 45-second formats, captures the feeling of spontaneity communicated in the tagline.
"We are appealing to people's desire to act on their impulsiveness," said David's regional managing director Digby Richards. "The good thing is that the redemption is going to be easy. There's less hassle versus other category players," he added.
On top of the initial four-week TV burst, the campaign is supported with print, outdoor -- from banners in the airport and train stations to bus shelters and bus bodies -- POS, staff buttons and inflight. A customer acquisition booth has also been set up at the airport. Hong Kong's leading carrier Cathay Pacific was first to market a co-branded Citibank Visa card. However, Chou pointed out that Dragonair's offer was geared for a different segment -- travellers to Greater China, who were after short trips rather than a trip of a lifetime.
The Dragonair card is the fifth co-branded initiative for DBS, Hong Kong's fourth-largest credit card issuer. The bank's co-branded Hutchison's Compass card is about 10 years old. "Dragonair is the last most desirable co-brand partner in Hong Kong," said Vincent Chiang, MD for DBS' consumer banking, cards and unsecured loans. "We select industry leaders and look at the future potential for the card to grow."
