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 £1200.

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.