As the credit card market gets mature, the expectation of consumers has become more and more sophisticated. Nowadays, credit card does not only bring purchase convenience, it also offers lifestyle-related benefits to cater for customers' needs in their daily life. In its active development of credit card business, instead of following the traditional promotion strategies, Dah Sing Bank has been adopting the "Market Segmentation" strategy to offer tailor-made services to meet the needs of various customer segments. The launch of an affinity Visa Card with the Hong Kong Automobile Association (HKAA) demonstrates the implementation of such strategy.

As one of the most established automobile associations in Hong Kong, HKAA is dedicated to serving its members with a wide range of motoring-related services including 24-hour breakdown and towing service, car care service, car shipping service, motor sports, etc.

Specially designed for HKAA's members, the HKAA Visa combines the HKAA members' benefits and credit card privileges to bring new driving experience to car owners.

In addition to a host of exclusive HKAA members' privileges, HKAA Visa Cardholders will be entitled to perpetual annual fee waiver benefit and a comprehensive range of credit card services, including the exclusive "Automatic Add-value Service for Personalized Octopus Card" and the "PayEasy" Online Credit Card Bill Payment Service for over 100 merchants via internet. Besides, HKAA Visa offers 18% p.a. the lowest interest rate in town and "Instant Cash Reward" Benefit which rewards cardholders with HK$1 cash for every HK$200 purchase plus double cash reward for purchases on Fridays and birthday. Furthermore, cardholders will enjoy the innovative e-banking services, year-round purchase discounts at over 100 merchants as well as privileged banking services, etc.

To cater for the needs of HKAA's members, a host of exclusive car-related privileges including car accessories, car loan, car magazines, etc. will be provided to offer added driving pleasure to the customers.

What's more, successful applicants before February 28, 2001 will be entitled to Evolution stylish gifts.

Mr. Derek Wong, Managing Director of Dah Sing Bank said, "HKAA is already the twenty eighth affinity cards Dah Sing Bank has ever launched. We are the first in the market in terms of number of affinity card programs. In 2000, Dah Sing Bank has made another remarkable achievement by launching 7 affinity cards and 5 program cards which offer tailor-made benefits to cater for the needs of various customer segments."

Mr. Jackson Ho, President of HKAA said, "In our continuous effort to explore new services to members and motorists, we launch the HKAA Visa specially for HKAA's members. Not only does the HKAA Visa combine HKAA members' benefits and credit card privileges, it also serves as a membership card which entitles our members to an exclusive host of HKAA members' privileges as well as reciprocal services at over 100 automobile associations worldwide."

Mr. Stephen Chang, General Manager, Hong Kong/Macau, Visa International, said, "Visa is pleased to partner with Dah Sing Bank and the Hong Kong Automobile Association to launch this affinity card. As the world's largest payment system, Visa is committed to offering user-friendly payment card products, advanced technology and expertise to help member financial institutions and business partners broaden their card-business portfolio and more importantly, achieve their business goals."

The HKAA Visa is now open for application. For enquiries and application forms, please visit any Dah Sing Branch or call Dah Sing Credit Card Customer Service Hotline at 2828 8168.

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