ASIA-PACIFIC – MAY 10, 2011 – BNP Paribas has launched a large scale regional campaign in Asia taglined “Keep Reaching”. The new tagline positions BNP Paribas as a global bank ready to meet the needs of all its client groups.
In partnership with Publicis and MPG, the French bank focusing the campaign, which it is launching in phases, in four key markets: China, India, Hong Kong and Singapore. One of the biggest marketing initiatives of its kind to be carried out by BNP Paribas in the region and an extension of a global branding campaign from last year, the campaign will run from May until December this year.
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The campaign has print, TV, OOH, digital and inflight components with the media mix for each market developed in accordance with the unique media environment. It is the extension of a global branding campaign launched by the bank in the last quarter of 2010.
Head of Brand and Communications, Asia Pacific of BNP Paribas, Lavina Chan said the objective of the campaign is to enhance the brand awareness and profile of the bank, which is very visible and well known in Europe but has a lower profile in Asia.
"Targeted at corporate and institutional investors, financial intermediates and high net worth individuals, the media strategy developed involves using highly focussed and relevant business and finance media channel targeting with a high impact creative and content strategy." added Deryk Tang, Managing Director of MPG HK.
MPG is global media agency of BNP Paribas and has been handling the account for years.
BNP Paribas has one of the largest international networks with operations in more than 80 countries and more than 200,000 employees, including 12,000 in Asia.
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