Hang Seng Bank and local KOLs team up to promote travel credit card

Hang Seng Bank has partnered with several local key opinion leaders (KOLs) to promote the bank's travel-themed credit card.

Done in collaboration with DDB Group Hong Kong, the "Key offer leader" campaign aims to position the new Hang Seng's "Travel+ Visa Signature Card" as the best in the market with an extensive instant redemption network and rewards programme, and partners with well-known travel experts to announce its arrival.

The product launch comes after Hang Seng Bank recognised the limited options and restrictions customers were experiencing with existing travel credit cards in Hong Kong. Limited reward redemption offers meant customers struggled to earn and redeem benefits, with rewards often only redeemable on flights with blackout dates.  

As such, Hang Seng set out to create a travel credit card without limitations and restrictions by providing a wide range of redemption options and an extensive instant redemption network.

As part of the campaign, the bank consulted a range of key travel opinion leaders with diverse expertise, including travel KOL trainee, Sabrina Ng, couple travel KOLs, Kiki and May, the travel rewards expert, Siu C, and a KOL loved for his in-depth travel content, Chris Leung. Together, these KOLs appeal to a broad spectrum of travellers and amass a social audience of 1.32M followers, according to the release. 

The “Key offer leader” campaign sees Hang Seng team up with these five KOLs to spread the message of the many benefits the new credit card offers travellers. The new travel card will provide over 150,000 online and offline partner “+FUN Spot” retailers, a higher foreign currency spending and daily spending rebate, with a variety of redemption experiences offered via +FUN Dollars, according to the release.

A number of videos feature the KOLs promoting the card’s key offers, all sharing the message that the Travel+ Visa Signature Card is “the leading travel credit card in the market”. Each KOL will offer insight and advice on how to optimise the card, as the travel credit card "Key offer leader" in the market, to their respective audiences on social media.  

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Hang Seng said the KOLs' authenticity, niche audience, and influencer marketing capabilities can lead to more relatable and targeted campaigns. “This shift allows for increased audience engagement, supported by the genuine endorsement from trusted experts. Overall, this strategic move allows the brand to connect with consumers in a more meaningful and impactful way.”

"We leverage the expertise of travel KOLs in the market, who understand the audience the best. With their insight and authority, we can communicate relevant benefits to their respective audiences."

The campaign will continue across multiple channels including TV, digital billboards at designated MTR stations, and social media platforms such as YouTube, Instagram, Facebook, and LinkedIn.

Jordan Cheung, chief marketing officer at Hang Seng Bank, said, “With this card we are hoping to set a new standard for travel credit cards in the market, but more importantly, offer a new experience for customers. With the compelling +FUN Dollars rebate offers and an extensive instant redemption network, we are redefining what it means to be the ‘best travel credit card’.”

Cheung added, “We are excited to provide customers the freedom to redeem their rewards instantly and directly at over 150,000 outlets for a wide range of products, not just limited to travel-related items. This hassle-free redemption process allows customers to obtain their desired rewards without any waiting or limitations.”

Koman Ko, managing partner at DDB Group Hong Kong, said, “Hang Seng’s openness to collaborate with the travel experts was an important, authentic story we wanted to share with customers. The genuine desire Hang Seng had to create something for customers to get the most out of a travel credit card in ways that were relevant and meaningful comes through in not only the product, but in the genuine advocacy of these people who really know and understand travel – the travel KOLs.”

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