DBS HK celebrates gastronomy with new premier concept and event series

DBS Bank Hong Kong has debuted a new marketing and customer engagement initiative to celebrate the art of gastronomy with elevated culinary offerings for its customers. 

This comes as DBS seeks to understand the trends influencing its customers' behaviours in wealth management and private banking. Nowadays, wealthy customers have become more selective and aspirational, prompting it to provide them with more customised solutions, advisory services, and personal touches, the bank said in a release.

As Hong Kong continues to be a gourmet paradise for locals and tourists, DBS aims to celebrate the art of gastronomy with its customers through “DBS Culinary Delights”, introducing the best culinary experiences in the city.

A spokesperson from DBS told MARKETING-INTERACTIVE that “DBS Culinary Delights” is an in-house-developed marketing intellectual property (IP) that reflects the bank's commitment to providing exceptional and elevated experiences that go beyond just banking services. “By focusing on innovation, elegance and premium quality, ‘DBS Culinary Delights’ allows the bank to own the culinary theme as a way to connect with customers deeply. The versatility and adaptability of this concept can be extended to appeal to different customer segments and cross-over with other themes like art and culture, encompassing the diverse interests of DBS' clientele,” the spokesperson added.

Targeting affluent and high-net-worth individuals, the initiative seeks to help DBS strengthen its position as a brand that celebrates finer things in life, building brand equity and loyalty among its discerning customer base.

Launching from February to May, the initiative is done in collaboration with creative agency Narrow Door and media agency Wavemaker. It has featured chef Edward Lee (pictured), a standout contestant on Culinary Class War (黑白大廚). He is known for his creative fusion of Asian and Western cuisines and has received numerous accolades from culinary organisations. Both Lee and DBS are driven by a commitment to excellence, constantly exploring, innovating, and crafting experiences that move, delight and reward their customers, according to the release. 

In partnership with DBS and Tatler, Lee will visit Hong Kong in March to attend the inaugural signature event under the “DBS Culinary Delights” concept – “ARTable”, which will artfully marry culinary excellence and artistic inspirations. He will curate an exclusive, unique dining experience for DBS’ guests and customers, according to the spokesperson. Additionally, a thematic video will be released to enhance audience engagement, with the campaign promoted through online, social media, out-of-home (OOH), and print channels.

Sebastian Paredes, head of North Asia and chief executive officer, DBS Bank (Hong Kong), said: “DBS has grown substantially in the wealth management space over the years. As a customer-centric and relationship-focused bank, we focus on delighting our customers by creating the best-in-class customer journeys and giving them an experience beyond banking.”

“We look forward to connecting with our clients meaningfully and this unprecedented collaboration shall deliver fresh and exceptional dining experiences for our esteemed clientele – as aligning with the global trend – eating well, eating differently while indulging in culinary art,” he added. 

Don’t miss: DBS HK enriches lives with new campaign featuring celebrity trio

Back in August last year,  DBS Bank Hong Kong launched a campaign to refresh its DBS Treasures wealth management service, introducing the new slogan "Wealth intelligence to enrich your life" (智慧智能 豐盛人生每一步).

Done in collaboration with creative agency Potassium and media agency Wavemaker, the campaign featured local celebrities Louis Koo (古天樂), Raymond Lam (林峯), and Jessica Hsuan (宣萱).

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