MBNA Launches New TV Ad Campaign

MBNA Launches New TV Ad Campaign

CHESTER, England, December 30, 2013 /PRNewswire/ --



Campaign launches leading balance transfer credit card, as the nation


prepares for its annual financial spring clean



MBNA has launched a new TV advertising campaign, entitled 'Seasons', as consumers
begin their annual financial spring clean after the festive season.



(Photo:
http://photos.prnewswire.com/prnh/20131230/662220-a )




(Photo:
http://photos.prnewswire.com/prnh/20131230/662220-b )




Research into the nation's festive spending, commissioned by MBNA, found that 37
percent of consumers (42 percent of females and 31 percent of males) will make a New
Year's resolution to reorganise their finances in January 2014.



The campaign, which consists of a 30-second TV spot that aired for the first time on
Boxing Day during "Gone with the Wind"[1], focuses on MBNA's longest balance transfer
credit card, which offers eligible new customers zero percent interest on balance
transfers and money transfers for up to 29 months from the account opening date[2].



"It's this time of year that we see consumers looking to reorganise their finances,
consolidate any existing debts and seek to save money where they can - with many making a
New Year's resolution to do so," said Michael Donald, Marketing and Commercial Executive
for MBNA.



"The advert takes consumers on a journey through the seasons over a period of 29
months - almost 2 1/2 years - demonstrating the extent of time available to our eligible
customers to better manage their money through our best ever balance transfer offer."



The advert, which runs until February 2, 2014, was created by Tag, part of the
Williams Lea Group, with media buying handled by MEC.



The advert is available to view by clicking
http://www.mbna.co.uk/about-us/mbna-save-in-the-seasons



"We're delighted to be bringing the MBNA brand to television screens across the
country once more," added Donald. "This campaign forms part of a broader commitment MBNA
has made to make life easier for those people we are proud to serve, and those we hope to
serve in the future."



Representative example 18.9% p.a. variable on card purchases. Equivalent to 18.9% APR
representative variable based on a credit limit of GBP1200.



Picture Caption: Still images from the new MBNA television advert, which aired for the
first time on Boxing Day



[1] The advert first aired at 9.24am on Boxing Day, on TCM during Gone with the Wind



[2] The offer applies to transfers made within the first 60 days (a 2.89 percent
handling fee applies to balance transfers and a 4.00 percent fee applies to money
transfers).



Notes to editors



Research conducted by Consumer Intelligence in December 2013 among 2,056 consumers.
All figures and percentages provided are weighted.



About MBNA Limited:



MBNA Limited is a wholly owned subsidiary of Bank of America Corporation (NYSE: BAC).
For more information, visit the company's website at http://www.mbna.co.uk.



About Tag:



With over 2000 employees, Tag is a brand services agency that manages and implements
global communications campaigns. Its clients - over 47 of the world's top 500 brands
across more than 120 different countries - trust the team to bring control and consistency
to their campaigns, taking them to market quickly and effectively. Its people, experience
and scale allow our client base of over 120,000 marketers to focus on realising the
potential of their brands.



Editor and supplementary notes:



The information contained in this press release is intended solely for journalists and
should not be used by consumers to make financial decisions. Any consumer interested in
learning more about any of this product should visit http://www.mbna.co.uk for full
terms and conditions.






Photo:
http://photos.prnewswire.com/prnh/20131230/662220-a



http://photos.prnewswire.com/prnh/20131230/662220-b


Photo:http://photos.prnewswire.com/prnh/20131230/662220-a
http://photoarchive.ap.org/
Photo:http://photos.prnewswire.com/prnh/20131230/662220-b
http://photoarchive.ap.org/
MBNA Limited

CONTACT: For further information, contact: Gary Jenkins, Corporate Communications, MBNA, Tel: +44(0)1244-574136, Email: gary.jenkins@mbna.com


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