(August 1, 2005 - Burbank, CA) - Warner Bros Consumer Products announced today that the BOC Credit Card (International) Ltd., a wholly-owned subsidiary of Bank of China (Hong Kong) Limited, was awarded “The Best Marketing Campaign” in Hong Kong for their “y not Credit Card” program featuring the irreverent Looney Tunes characters. In conjunction with the Hong Kong Licensing Show, the Hong Kong Trade Development Council and the International Licensing Industry Merchandisers' Association (LIMA) presented the 2nd Premier Asian Licensing Awards on July 6, 2005 in Hong Kong, recognizing outstanding achievement and creativity of key licensing partners throughout the Asian Licensing industry. Companies with promotions programs or licensed products developed and/or launched in Asia during the calendar year of 2004 were invited to submit their nominations. There were a total of 56 nominees from Hong Kong, the Mainland of China, France, Japan, South Korea, Singapore, Taiwan, Thailand, the UK and the USA vying for 6 awards. In a groundbreaking licensing initiative that kicked off in 2004, the BOC Credit Card (International) Ltd. partnered with Warner Bros. Consumer Products and MasterCard International, to launch Hong-Kong’s first thematic credit card featuring such Looney Tunes favorites as Tweety, Bugs Bunny, Sylvester and Taz. The “y not MasterCard and Baby MasterCard - Looney Tunes” is available in two designs, including a classic MasterCard featuring Tweety accompanied by a Baby MasterCard featuring Sylvester, and a classic MasterCard featuring Bugs Bunny accompanied by a Baby MasterCard featuring Taz. The campaign was supported by a number of marketing and promotional activities including TV commercials and print advertisements, as well as leaflets in bank branches and road shows. As a result of this collaboration, BOC Credit Card has strengthened its brand image and position as an active competitor in the credit card market. Additionally, MasterCard International granted the BOC Credit Card (International) Ltd. “The Best Affinity/Co-Branded Card Program launched in 2004 in Hong Kong” reward on behalf of their “y not MasterCard and Baby MasterCard - Looney Tunes” initiative. About Warner Bros. Consumer Products Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world. LOONEY TUNES and all related characters and elements are trademarks of and © Warner Bros. Entertainment Inc.
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