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HSBC Arrives at JFK International Airport With North America's First Major Airport Branding Agreement; Pact Expands Global Branding Initiative

Posted on: Tuesday, 25 April 2006, 09:01 CDT

HSBC, one of the world's largest financial services companies, today announced it has reached a five-year agreement 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. The pact with the Port Authority of New York/New Jersey and JCDecaux North America is the world's second-largest airport branding initiative, the largest being HSBC's London branding at Heathrow, Gatwick and Stansted airports.

HSBC's brand initiative at JFK will make it the exclusive, non-airline advertiser on the interior and exterior of the jetbridges at JFK where HSBC will begin installing work from its "Different Points of View" global branding campaign this month.

HSBC also said it is in negotiations to implement similar branding initiatives at LaGuardia Airport and Newark Liberty International Airport. The major brand efforts at the three New York/New Jersey airports will bring to 20 the number of airports in 15 cities around the world at which HSBC has significant marketing presence.

"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 is recognized around the world and its brand will now become a familiar sight for the 41 million travelers who pass through JFK's terminals each year. With offices in 76 countries and territories around the world, HSBC advertises in airports in Brazil, China, France, India, Indonesia, Japan, Macau, Mexico, the United Kingdom, Thailand and Vietnam.

HSBC's "Different Points of View" campaign was introduced globally in October 2005 and to the U.S. in March 2006. The campaign celebrates differing views on the worlds of art, technology, food and people and the campaign is supported by television and print advertisements as well as New York City outdoor and mass transit ads. Viewers have the opportunity to share their own points of view at http://www.yourpointofview.com.

"Different Points of View" comes on the heels of HSBC's "In a World of Differences" campaign, which was introduced in the U.S. in February 2005 and was HSBC's first major brand campaign in the U.S.

"We are thrilled to be expanding with HSBC the successful international jetbridges advertising program to include the New York airports," said Jean-Luc Decaux, co-chief executive of JCDecaux North America, the world's No. 2 outdoor advertising company. "We look forward, together with the Port Authority and the airlines at JFK, to launching the first branding program of its kind in North America and ultimately to LaGuardia and Newark Liberty airports reaching 100 million passengers."

JWT and its parent WPP Group plc partner with HSBC businesses around the world. GroupM and Kinetic Worldwide Group were the media and specialist agencies involved in the agreement.

About HSBC Holdings plc:

HSBC Holdings plc serves over 125 million customers worldwide through some 9,500 offices in 76 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of US$1,502 billion at 31 December 2005, HSBC is one of the world's largest banking and financial services organisations. HSBC is marketed worldwide as 'the world's local bank'.

About HSBC Bank USA, N.A.:

HSBC Bank USA, N.A. has nearly 400 branches in New York State, a network of branches in Florida, California, New Jersey and Pennsylvania. The bank has one branch each in Delaware, Washington State, Oregon and Washington, D.C. It is the principal subsidiary of HSBC USA Inc, an indirectly held, wholly owned subsidiary of HSBC North America Holdings Inc., one of the nation's 10 largest bank holding companies by assets.

Source: Business Wire

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