Friday, February 23, 2007
HSBC Advertising on Airline Terminals
I flew into La Guardia International Airport this past weekened and noticed HSBC has ads placed on airline terminals. I found this very interesting. It definitely caught my eye. Then again, I'm always trying to find new unique ways companies advertise. I could only imagine what made HSBC put ads there. So I decided to do some research. Apparently, HSBC signed a five-year deal in April 2006 to brand the interior and exterior of the 108 jetbridges at John F. Kennedy International Airport in the first major airport branding agreement in North America. It started negotiations to brand itself at La Guardia as well. HSBC recognized the importance of reaching out to consumers in one of the world's largest financial markets, New York City.
HSBC said the following when releasing news about signing the deal back in April. "True to being 'the world"s local bank,' we're excited that New Yorkers and visitors will be exposed to HSBC as they pass through JFK," said Martin Glynn, president and chief executive officer of HSBC Bank USA, N.A., HSBC's U.S. banking unit. "HSBC's strong metropolitan New York presence complements its global footprint and makes New York's airports natural places to continue building our brand with domestic and international travelers alike." With this agreement, HSBC is continuing its U.S. brand-building efforts, which coincide with its ongoing U.S. expansion.
HSBC obviously understands who its target market is and knows advertising at prominent airport locations in North America is a great way to reach them.