The 10-year-old Manhattan brand is rolling out an integrated advertising campaign that includes new TVCs and a revamped website.
In particular, the push sees the card aim for relevance as a stylish product for people who value entertainment and socialising.
In particular, the push sees the card aim for relevance as a stylish product for people who value entertainment and socialising.
“Titanium is a premium product from MasterCard, positioned in between platinum and gold, which closely matches Manhattan’s target segment,” explained Florence Kong, business director at TBWA Hong Kong.
Research found that the original Manhattan card had amassed a loyal core of clients, who had stayed with the brand from their 20s into their 30s.
The launch of the new card aims to both reactivate and expand the customer base by enhancing the scope of the card’s ‘entertainment’ angle to encompass a broader swathe of lifestyle and entertainment benefits. While the Hong Kong market is awash with competing credit cards, Kong said the Manhattan Card’s tangible benefits set it apart. “Clients today don’t just want image, they want real benefits from their card as well,” she said.
According to Vickie Hu, head of credit cards at Standard Chartered Bank’s consumer banking division, the new card is hoping to persuade consumers to “do something new today”.
“The Manhattan Titanium card builds on the brand’s credentials of innovation and entertainment, offering customers a host of benefits for continuous fun,” said Hu.
The targeted market segment is 25- to 40-year-old executives. “These are people who know how to enjoy life and reward themselves,” added Kong.
Hong Kong celebrity Edison Chen has been chosen as the spokesperson for the campaign, which zones in on the concept of ‘continuous fun’. “Edison is really multitalented, and undeniably a style icon,” said Kong.
