Sachin Walls
HSBC, the largest bank in Europe in terms of total assets owned, has been extensively advertising at airports. The bank's head of marketing, Leanne Cutts, has stated that this is because HSBC is a global bank and it wants to be where the growth is and where customers connect. HSBC's advertisements can be found on jetbridges and airport tunnels, with the bank claiming that its advertisements will be viewed by 900 million passengers.
| Characteristics | Values |
|---|---|
| Reason for advertising in airports | Airports are unique environments with growing customer numbers, making them a great media channel. |
| Airports are a hub where people spend time regularly, with increasing space for advertising. | |
| HSBC wants to be where the growth is and where customers connect. | |
| Airports are a physical expression of HSBC's global presence. | |
| Airport advertising is trustworthy and effective. | |
| Airports are a place where HSBC's current and potential customers overlap. | |
| Airport advertisements can showcase HSBC's trade, education, diversity, inclusion, and sustainability stories. | |
| Airport advertisements can be made more dynamic through the use of DOOH signage. | |
| Airport advertisements can be integrated with commuters' airport journeys through the HSBC app. | |
| Airport advertisements can be adapted to suit different markets and commuters. | |
| Airport advertisements can be challenging due to extreme weather conditions and the need to work at specific times. |
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What You'll Learn
HSBC's airport advertising strategy
HSBC's approach to airport advertising is multi-faceted. The bank has leveraged jet bridges as a key medium, securing advertising rights for thousands of jet bridges across numerous countries and territories. This strategy ensures that passengers encounter the HSBC brand as they move between the airport terminal and the aircraft. The jet bridges themselves have become creative canvases, with HSBC transforming them into engaging experiences, such as the F1 racetrack-themed luggage carousel.
In addition to jet bridges, HSBC has expanded its airport advertising to include static imagery in tunnels and dynamic digital signage in airport hotspots, such as dining and shopping areas. The bank has also demonstrated its commitment to long-term presence in these spaces, aiming to integrate its digital efforts with commuters' airport journeys. This includes exploring opportunities presented by virtual reality (VR) tours in airports, which offer an immersive experience for travellers and enhance the effectiveness of HSBC's advertising campaigns.
HSBC's airport campaigns are carefully tailored to the unique characteristics of each airport and its commuters. The bank undertakes customer research to understand the type of passengers using a particular airport, such as holidaymakers or business travellers. This insight enables HSBC to create relevant and resonant campaigns that align with the specific market nuances and commuter demographics of each airport location.
The "Together We Thrive" campaign, launched in 2018, exemplifies HSBC's strategic approach. The campaign featured 80 iterations of the hexagon logo, with designs capturing themes like trade, business, education, and sustainability. This campaign reached nearly 900 million passengers across 17 global airports, showcasing HSBC's ability to refresh its brand image and connect with a diverse, international audience.
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Airports as a unique advertising environment
Airports are unique advertising environments. They are one of the few spaces that are growing in terms of customer numbers. With the extraordinary growth of air travel in recent decades, airports have become hubs where people spend time regularly. As airport spaces get bigger, advertising spaces increase. Airports are also unique in that they serve both holidaymakers and business travellers, allowing for a crossover between current and potential customers.
HSBC, the largest bank in Europe in terms of total assets, has recognised the value of advertising in airports. With services spanning more than 60 nations and 39 million customers, HSBC has set its sights on advertising extensively at airports. In 2018, HSBC launched its 'Together We Thrive' campaign in 17 airports, spanning some 1,500 jet bridges and almost 60 miles. The campaign was expected to be viewed by 900 million passengers that summer.
HSBC's head of marketing, Leanne Cutts, commented on the bank's focus on airports: "We are a global bank and we want to be where the growth is and where customers connect". Cutts also acknowledged the challenges of advertising in airports, such as the density of materials and extreme weather conditions. To keep the creative content fresh, HSBC collaborates with regional agencies to tell interesting stories, such as sustainable farming practices in New York or community cycling in the UK.
The immersive experience of VR tours in airports, coupled with the trustworthiness of airport advertising, is expected to make HSBC's airport advertising even more effective in the future.
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Targeting business travellers
HSBC is a global bank with services and subsidiaries spanning more than 60 nations and serving 39 million customers. It is the largest bank in Europe in terms of total assets owned.
With the growth of air travel in recent decades, airports have become hubs where people spend a significant amount of time, and airport spaces are expanding. This provides ample advertising opportunities, and HSBC has recognised this potential.
HSBC's head of marketing, Leanne Cutts, has emphasised the importance of the bank's global presence and its desire to be where the growth is and where customers connect. Airports, with their ever-increasing passenger numbers, offer an ideal platform to target a diverse range of customers, including business travellers.
The "Together We Thrive" campaign, launched in 2018, is a prime example of HSBC's airport advertising strategy. The campaign featured 80 iterations of the hexagon logo and was tailored to 17 global airports to reflect the nuances of different markets and commuters. This included airports like Toronto Pearson and Dubai International, showcasing the adaptability of HSBC's marketing to varying climates and cultural contexts.
HSBC also targets business travellers by integrating its digital efforts with commuters' airport journeys. The bank has invested in DOOH (Digital Out-of-Home) signage in airport hotspots, aiming to engage travellers as they dine, shop, and wait. This dynamic presence enhances the bank's visibility and captures the attention of busy business travellers.
Furthermore, HSBC has been known to sponsor various motor sports and golf tournaments and is an official partner of the Wimbledon Championships. These sponsorships further reinforce HSBC's brand among business travellers, who often align themselves with luxury and prestige.
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Customer research and understanding
HSBC's extensive airport advertising campaigns are the result of careful customer research and a thorough understanding of its target audience. The bank recognises that airports have become hubs where diverse groups of people converge and spend time, providing a unique opportunity to reach a wide range of customers.
HSBC's marketing strategy is centred around the concept of connecting with customers where they are, quite literally, "on the ground". Airports offer a physical space to showcase the bank's global presence and local relevance. By advertising in airports, HSBC aims to meet customers where growth is occurring and where diverse connections are being made.
The bank's campaigns, such as "The World's Local Bank" and "Connecting the World", emphasise its international reach and local accessibility. Through customer research, HSBC identifies airports that align with its customer base and target audience. This includes understanding the differences between holiday hubs and B2B hubs, allowing the bank to tailor its messaging and creative content accordingly.
HSBC's head of marketing, Leanne Cutts, recognises the value of airport media space and the opportunity to create dynamic brand experiences. The bank's advertisements aim to engage commuters as they dine, shop, and wait, integrating digital efforts with physical airport journeys. The "Together We Thrive" campaign, for example, featured 80 iterations of the hexagon logo, showcasing the bank's ability to adapt its message to different markets and commuter profiles.
HSBC also leverages regional agencies to uncover interesting and locally relevant stories, ensuring that its creative content remains fresh and resonates with specific localities. The bank's advertisements highlight its commitment to sustainability, trade, education, and inclusion, reflecting the values and interests of its diverse customer base. By understanding customer preferences and behaviours, HSBC can effectively utilise airport advertising to strengthen its brand presence and connect with customers worldwide.
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The creative process and challenges
HSBC's extensive airport advertising campaigns are a creative process that involves multiple strategies and careful planning. The bank, which is the largest in Europe in terms of total assets, has been a prominent advertiser at airports, utilising various mediums such as jet bridges, static imagery, and digital signage.
The creative process for HSBC's airport advertising involves several key steps and considerations. Firstly, customer research is conducted to understand the type of passengers who will be exposed to the advertisements. This includes differentiating between holiday hubs and B2B hubs, allowing HSBC to tailor its message effectively. The bank then builds a presence in sites where there is a crossover between its current and potential customers. This strategic approach ensures that their campaigns reach the right audiences and align with their global brand strategy.
The creative execution of HSBC's airport campaigns is carefully designed to capture the bank's key messages and themes. For example, the "Together We Thrive" campaign featured 79 variations of the hexagonal design, each capturing themes such as trade, business, education, and sustainability. Regional agencies collaborate to integrate local stories and practices, such as sustainable farming in New York or community cycling in the UK, making the campaigns more relevant and engaging for specific airport locations.
One of the challenges of advertising in airports is the unique environment and the logistics involved. Leanne Cutts, HSBC's head of marketing, highlighted the need to consider extreme weather conditions, such as preventing the advertisements from melting in Dubai or freezing in Toronto. Additionally, the installation process can be complex due to the high usage of airports, requiring work to be done at specific times of the day or night.
To enhance the impact of their campaigns, HSBC has explored dynamic ways to engage commuters beyond traditional static imagery. This includes investing in digital out-of-home (DOOH) signage in airport hotspots, such as dining and shopping areas, to capture the attention of travellers. The bank has also recognised the potential of virtual reality (VR) tours in airports, creating immersive brand experiences that leverage the trustworthiness associated with airport advertising.
Overall, HSBC's creative process for airport advertising involves a strategic combination of customer insights, tailored messaging, and dynamic execution. By overcoming challenges and leveraging the unique opportunities that airports present, HSBC has successfully utilised airport advertising to connect with a global audience and reinforce its brand presence.
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Frequently asked questions
HSBC is a global bank with services and subsidiaries spanning more than 60 nations and 39 million customers. Airports are a hub for travellers, including business travellers, and have become a key location for advertising. HSBC has recognised this and has been focusing on advertising in airports since the launch of its 'The World's Local Bank' campaign in 2000.
HSBC has advertised on jetbridges in 81 countries and territories. The bank has also refreshed its presence in 17 airports, placing advertisements on 1,500 jet bridges spanning 94km. HSBC has also utilised digital out-of-home (DOOH) signage in airport hotspots, such as dining and shopping areas.
HSBC's campaigns aim to showcase the bank's brand and values. For example, the 'Together We Thrive' campaign featured 80 iterations of the hexagon logo, capturing themes such as trade, business, education, and sustainability. The campaigns also aim to target potential customers and build brand awareness.
