The campaign is part of the bank’s international growth campaign which it has described as “ambitious.”

The first phase of the branding effort goes under the tag of “Swiss tradition. European roots. Eastern Expertise.”

Banque Internationale à Luxembourg, which is Luxembourg’s oldest bank, has offices in Beijing and Hong Kong – the “Eastern” part of its branding. BIL Suisse has offices in Geneva, Zurich and Lugano.
 
“Banque Internationale à Luxembourg has been on the Swiss market since 1984. In over 30 years, BIL, the Group as well as BIL Suisse, have changed tremendously. While we embark upon our ambitious growth plan, expand our teams, launch new corporate advisory services and open offices in China, we felt compelled to share this new BIL Suisse branding with our clients and send a strong signal to the market ” Hans-Peter Borgh, CEO of BIL Suisse and group head of its international business, said.