OREANDA-NEWS. August 28, 2012. The Bank of East Asia (“BEA”) announces the launch of a new branding campaign based on the Bank’s branding platform, “Extending Your Reach”, following the success of BEA’s previous branding campaign in 2010, reported the press-centre of BEA.

The new campaign includes a television commercial that reflects BEA’s commitment to helping customers achieve their goals and realise their dreams. The commercial features a young couple who start a brave new chapter in their life together. Their faith in each other helps them overcome obstacles and reap the rewards of their efforts, just as BEA stands by its customers, providing them with the support they need.

The new commercial’s progressive and aspirational outlook echoes with BEA’s core values and identity. Mr. Adrian M.K. Li, BEA’s Deputy Chief Executive, says, “BEA  has grown with Hong Kong over the years, and our strong dedication to our customers is a tradition that we are proud of. Our professionalism and innovation put us in an unparalleled position to help customers achieve their goals.”

The campaign will be communicated through a variety of channels including TV, print, and online media. In addition, the television commercial will be displayed on the BEAhomepage at www.hkbea.com.

BEA’s previous branding campaign in 2010 registered high levels of visibility and recall among the Hong Kong audience. “Bedtime Story”, one of the two television commercials launched in the earlier campaign, received a citation for excellence in the “TVB Most Popular TV Commercial Awards 2011”.