Greater China: Hang Seng eyes shopping revival

HONG KONG: Hang Seng Bank has launched a multimedia offensive to give its credit cards a lift, using a promotion linked to a special offer that targets the heavy-spending period spanning Christmas and the upcoming Chinese New Year. The first campaign by new agency Leo Burnett comprises television spots, print, outdoor and point of purchase exposure, and is targeted at younger, trendy consumers. "Hong Kong's credit card market is very mature - on average people own at least three to four credit cards from a variety of banks," said Ruby Lee, group brand director at Burnett.