Singapore, 10^th October 2007 - Targeted at the frequent business travelers, DBS, renowned home-grown financial services brand, has banked on JCDecaux's latest high-profile billboard along the Ayer Rajah Expressway (AYE), clearly visible to those traveling to Changi Airport, to promote its recently launched credit card. The campaign, which was booked via Mindshare, was kicked off on 1st October.

Taglined 'Miles Above the Rest', DBS Altitude American Express® Card is designed to appeal to a group of status-conscious, financially aggressive jet-setters, particularly the PMEBs, who want their card spending to help them to earn greater Krisflyer miles so as to bring them to their next travel destination faster. The campaign covers a distinct area of 45 metres wide and 18 metres height and will run over 15 weeks.

Media duties were handled by Mindshare Singapore while David Communications Group oversaw the creative.