HANG SENG BANK WINS INTERNATIONAL AWARD FOR E-LEISURE IMAGE CAMPAIGN
HANG SENG BANK WINS INTERNATIONAL AWARD FOR E-LEISURE IMAGE CAMPAIGN
Hang Seng Bank has won an Award for Excellence in the Gold Quill Awards 2001 for its e-Leisure image campaign to promote the Bank as a major e-player in the financial services industry in Hong Kong.
The Bank is the only Asian winner in any of the eight categories of the Gold Quill Awards, organised annually by the International Association of Business Communicators (IABC).
Hang Seng won the e-Leisure award in the Marketing category. For more than 25 years, the Gold Quill Awards programme has been the hallmark of excellence in business communication.
Mr Vincent Cheng, Vice-Chairman and Chief Executive of the Bank, said: "We are pleased that our e-Leisure Image campaign has won international recognition. In the internet age, our campaign was launched to enhance the Bank's modern and professional image and reinforce our product marketing effort to attract business. We will continue to increase e-Leisure awareness of the Bank's progressive strategies in the e-era and promote our e-Banking services to customers."
The comprehensive campaign covered both external and internal communications, and was timed to coincide with the launch of Hang Seng e-Leisure Banking services in August 2000.
The new corporate tagline "Hang Seng Bank. Exceed. Excel." was launched to introduce the Bank's new direction to the public in July 2000. Two e-image TV commercials with the themes "e-Leisure" and "e-Wealth" demonstrate how the Bank's use of leading edge technology improves the quality of life and allows people to enjoy life to the fullest.
A culture of e-Leisure innovation has been extensively promoted within the Bank through large-scale e-commerce seminars, staff newsletters and morning broadcasts. e-Corners have also been set up in different locations of the Bank to provide staff with access to e-Leisure Banking services. New staff uniforms and accessories featuring the new corporate tagline and e-Banking were designed to project a trendy look.
The launch date of Hang Seng e-Leisure Banking services was designated as e-Day at the Bank to mark a new chapter in its development.
The e-Leisure Banking services have become an important tool in reaching the Bank's target customers and delivering wealth management services to them. About 120,000 packaged account holders have registered for the e-Leisure Banking services. Internet transactions made up about 8% of total transactions and about 50% of the Bank's securities transactions by count were conducted over the internet.
The Bank launched e-IPO services in September 2000, allowing customers to subscribe for shares under initial public offering via its website. For the IPO of MTR Corporation Limited, Hang Seng received about 24,000 e-IPO applications - the second largest number of online applications received by financial institutions in Hong Kong.
IABC is an international organisation that helps professionals and corporates to achieve excellence in strategic communication, ranging from public relations and public affairs to corporate communication and marketing communication.
With more than 100 chapters, IABC comprises more than 14,000 members from over 60 countries and 10,000 organisations, including many of the leading global Fortune 500 corporations.
The panel of judges of the Gold Quill e-Leisure Awards was composed of IABC Fellows, Accredited Business Communicators, past Gold Quill winners and other leaders in the profession.
Founded in 1933, Hang Seng Bank, a principal member of the HSBC Group, is the second-largest locally-incorporated bank in Hong Kong and operates 156 local branches and automated banking centres; branches in Guangzhou, Shanghai, Shenzhen and Fuzhou; and representative offices in Beijing and Xiamen. With consolidated assets of HK$501 billion at the end of 2000, the Bank reported a profit attributable to shareholders of HK$10 billion for the year 2000. For further information on Hang Seng, please visit the Bank's website
