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COPYRIGHT 2004 Financial Times Ltd.
(From Bank Marketing International)
American Express has embarked on an aggressive marketing campaign for its platinum card offering in Singapore as it continues to build its brand in Asia.
The October launch of the Amex platinum card was targeted at younger affluent customers, with a fashion couture show featuring Donna Karan designs shown by some of Singapore's top models.
Amex vice-president and Singapore country manager, Atul Mathur, says market research identified a pool of around 125,000 customers aged 40 and below who would be receptive to "the platinum experience." The slogan for the platinum card is...
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