Hong Kong people are known for their passion for shopping and travel, which has been borne out by that fact that "dining and entertainment" and "personal travel" were ranked the highest in terms of spending priority by respondents in MasterCard Worldwide’s Purchasing Priority survey. In fact, 86% of respondents in the survey conducted in the second half of 2010 indicated they had planned to maintain or increase the level of discretionary spending (e.g., travel, entertainment, dining out and luxury goods)—the highest percentage in the Asia/Pacific region.

　　 MasterCard is committing to offering cardholders exclusive privileges and priceless experience when they make purchases. To build on the positive momentum and further strengthen MasterCard’s brand image in the eyes of consumers, MasterCard specifically introduced "Wish Fulfillment" as a theme to promote this year’s program and inspire consumers in Hong Kong and Macau to take part in it. From December 2010 to January 2011, MasterCard cardholders in Hong Kong and Macau not only can win big in the "Win My Wish" lucky draw, they can also practice responsible spending by helping the underprivileged fulfill their wishes through MasterCard’s first-ever Purchase with Purpose initiative in the two markets.

　　 The December to January period has always been the peak shopping season, benefiting from the festive spirit of Christmas, the New Year and the Chinese New Year. According to data from the Census and Statistics Department of the Hong Kong SAR, local retail sales saw an 8% seasonally-adjusted increase for the 3-month period ending 31 January 2010 (i.e., November 2009 – January 2010), compared to the previously 3-month period. Catering for this hot retail season, MasterCard last year introduced its first-ever Win My Wish lucky draw in Hong Kong and Macau. The large-scale program set off a wave of credit card swiping as 60 prizes were given out, which helped the winning cardholders fulfill their respective wishes. This year, we have once again brought the lucky draw back to the Hong Kong and Macau markets. From 1 December 2010 to 31 January 2011, MasterCard cardholders are entitled to one chance in the Win My Wish lucky draw for a daily prize of HK$10,000 spending credit and a grand prize of HK$1 million spending credit with every HKD/MOP200 spent with their MasterCard card. Hong Kong people have always been fond of personal travelling. To encourage cardholders to use their MasterCard card while overseas, MasterCard offered cardholders eight times as many chances in the draw. To enter the draw, cardholders would need to register their transactions online. Not only are the prizes a reward for the cardholders, they also represent MasterCard’s wish to support cardholders in pursuing of their personal aspirations.

　　 This year, MasterCard employed a comprehensive communication strategy to deliver key messages to cardholders through different media and channels, making the campaign the talk of the town in Hong Kong and Macau. A creative series of "priceless experience" had been designed to target cardholders with different aspirations. These creative messages could be seen in the right and high-traffic corners of Hong Kong and Macau, from print media, the internet, to outdoor displays. Whether commuting to work on the subway, making purchases at a shopping hotspot, or going to take a flight heading for an overseas vacation, consumers were able to learn about Win My Wish and were encouraged to participate in MasterCard’s campaign in endeavoring to fulfill their wishes.

Purchase with Purpose™

　　 In addition to being committed to knowledge leadership by investing significant resources on research to understand the needs and priorities of consumers, MasterCard also takes its corporate social responsibility very seriously, actively promoting responsible spending and enabling cardholders to help the underprivileged while fulfilling their own wishes. MasterCard thus launched the first-ever Purchase with Purpose™ initiative in Hong Kong and Macau to synchronize with the Win My Wish lucky draw, so that even more people can have their wishes fulfilled during the festive holiday season.

　　 Purchase with Purpose is a key platform through which MasterCard directs its social responsibility and citizenship efforts across the APMEA region. It is at the heart of a drive by MasterCard to encourage responsible spending and make a difference in someone else's life. From 1 December 2010 to 31 January 2011, MasterCard donated HK$10 to Hong Chi Association for every transaction made in Hong Kong or Macau with a MasterCard branded card. Funds raised through the Purchase with Purpose program were used by Hong Chi to acquire a refrigerator for fresh flower storage and a ribbon printing machine, which will enable the workshop to increase productivity and hence help to further enhance the trainees’ financial independence and better floral designs and products.

　　 Aldan Kwok, General Secretary, Hong Chi Association, said they were thrilled to be the beneficiary of MasterCard’s first Purchase with Purpose initiative in Hong Kong and Macau. By improving the quality and efficiency of their workshop, MasterCard’s support helped create a sustainable operation that allows more trainees to learn value-adding skills in a nurturing environment and derive pride from their work and contribution to the community. Equally important, the initiative raised public awareness of our bouquet service as well as the needs and talents of people with intellectual disabilities.

　　 The Purchase with Purpose program had received the support of numerous influential figures from various sectors, including culture, finance, fashion, entertainment and more. Award-nominated film actor Louis Koo, fashion savvy Winifred Lai, radio guest host Benny Lau and others all spread the word on Purchase with Purpose on their personal blogs and through their newspaper columns or broadcast programs, helping to extend the charitable spirit throughout Hong Kong and Macau by encouraging cardholders to enjoy the priceless experience of giving as they spend.

　　 Hong Chi Association is the most well-established non-profit organization dedicated solely to serving some 7,000 people of all ages and all grades of intellectual disabilities and their families in Hong Kong. In 2009, Hong Chi Association established a workshop to provide floral arrangement training to young adults with mild to moderate intellectual disabilities. Due to limited available resources, the workshop currently can accommodate ten trainees only, providing floral decoration and products for weddings and other events. The program enables trainees to earn an income and provides the community with quality products with added meaning.