China Bank bags Gold Anvil for centennial program

Published February 26, 2021, 7:30 AM

by James A. Loyola

China Banking Corporation (China Bank) bagged a Gold Anvil for the success of the Bank’s centennial events and campaigns despite a scaled-back celebration in light of the pandemic. 

With the theme “Celebrating the Past. Embracing the Future”, China Bank’s 100thanniversary program focused on its history and enduring relationships, and its continuing journey to meet the needs of the next generation. 

The marketing campaign was highlighted by a TV commercial on the Bank’s commitment to helping its customers achieve their dreams and how its core values remain despite the changing times.

Award winning director Paolo Dy’s cinematic treatment captured the nostalgia of China Bank’s early days and the vitality of its operations in the modern times.

Meanwhile, the centerpiece of the centennial celebration, the Binondo Heritage Restoration project, is the Bank’s contribution to the revitalization of Binondo, the world’s oldest Chinatown.

Restoring China Bank’s original head office built in 1924 to its original architecture and making it more resilient aim to preserve not only the Bank’s culture and legacy, but more importantly, the bygone character of Binondo for generations to come. 

The façade and the ground floor lobby have been restored while onstruction work is ongoing in the upper levels of the seven-story building. 

Once it is fully restored, it will be declared a heritage site by the National Historical Commission and an “Important Cultural Property” by the National Museum.   

This marks the second time that the Bank won a Gold Anvil, and the fifth year in a row that it was recognized at the Anvil Awards. China Bank’s 2019 Annual Financial and Sustainability Report was awarded a Gold Anvil in 2020.  

The Anvil Awards is the symbol of excellence in public relations for outstanding PR programs and tools.  It is presented annually by the Public Relations Society of the Philippines.

 
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