· The campaign will appear in five languages at 17 airports in nine countries
· Dubai, with the world’s busiest international airport, among the first to be re-branded
Stories of prosperity from across the globe will greet more than 900 million passengers travelling through the busiest airports this summer thanks to the new brand campaign from the world’s leading international bank.
HSBC’s new “Together we thrive” campaign is rolling out in five languages, across 17 airports in nine countries as the bank overhauls its iconic airport advertising for the first time in three years. HSBC has been advertising in the world’s leading airports since 2001.
With new creative featuring both global and local images, the campaign brings to life the bank’s role in connecting the world and helping customers and communities to thrive.
Each image uses the bank’s signature hexagon as a window into a thriving world. Images show local scenes tailored to the cities and countries that HSBC serves; from the buzzing food scene of Hong Kong, to the innovative rooftop farming practices in New York and a traditional dhow on the water in Dubai Creek.
From an initial longlist of 300 images, the hexagon visuals were chosen to reflect HSBC’s business priorities including trade, education, diversity and inclusion and sustainability.
Abdulfattah Sharaf, HSBC’s Group General Manager, CEO UAE & Head of International, said: “Our branding in so many airports and countries globally fits with our strong international network. Like us, airports connect people to opportunities and, given the ambitious economic transformation under way in the region, this iconic campaign is more relevant than ever before.”
HSBC’s Group Head of Marketing, Leanne Cutts says: “Our airport campaigns have caught the attention of millions of travellers across the world over the years and remind our customers that we are there to share their journeys with them. With global air traffic forecast to double to 14bn passengers per year by 2029, airports will continue to be a pivotal part of our marketing strategy.”
Materials for the airport creative have been specially selected to be capable of enduring jet blast from aircraft engines, as well as the most extreme weather conditions – from a special adhesive used in Dubai to prevent artwork falling off walls in extreme heat, to a covering applied in Canada to stop materials from freezing and cracking in winter.
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