Westpac Private Bank Asia has gone on a branding campaign as part of a growth drive.

Westpac Private Bank Asia, the Singapore-based private banking unit of Westpac Banking Corporation, has launched a new campaign that aims to place it in a better position among potential high net worth clients in the region. 

"Our Expertise, Your Peace of Mind," is the campaign's slogan and leverages on the bank's 200-year heritage and global presence, the bank said in a statement. The strategy is Westpac's first major brand initiative in Singapore and highlights a portfolio of products and services, including its first Australian inflation-linked product Inflation Linked Deposit and Coupon Select Deposit. 

The campaign's three themes: relationship, financial status, and brand and reputation are integrated into its visual strategy, which features Asian-inspired images using pixelated Westpac "W" logos consistent with its Australian identity. A red and gold stripe also encompasses the new private banking logo, designed specifically for the campaign. According to Westpac, the colours were selected to reflect the Chinese symbolism of prosperity, wealth, and good fortune. 

"This new campaign speaks directly to Asian investors. We believe that it will accurately depict Westpac's loyalty, while allowing our consumers to feel safe when investing with us," commented Sean Straton, the head of Westpac Private Bank in Singapore. 

Australia-headquartered Westpac has been operating in Singapore for over 25 years. Other representative branches in the region are in Hong Kong, Shanghai, Beijing, Jakarta, and Mumbai.