The future is emerging. Be part of it!
HSBC, with a presence in more than 80 countries, is indisputably a financial group which transcends national borders. For 147 years it has been recognizing and adjusting to different cultures, assimilating and utilizing the distinct features of every market. Over the years it has acquired a unique global perspective, and is well-placed to identify future trends and all the opportunities they bring. This is the message its new advertising campaign is intended to convey.
HSBC Brand
Since 1998 the bank has been promoting itself under a single brand, using its current name in combination with its hexagon logo, in all the countries where it has a physical presence. In 2002 it complemented the logo with the slogan The world's local bank, thereby emphasizing and consolidating its image as a major, international Group.
As a result of the significant steps made in advertising and promoting its brand, HSBC has repeatedly been recognized and awarded as the bank with the greatest value in global terms, by both the magazine The Banker and the company Brand Finance. In 2011 HSBC scored the double achievement of being named ‘Global bank of the year’ and "No1 financial brand in the world".
Having had several years to establish itself successfully in the public mind, the HSBC brand name can now dispense with the slogan The world's local bank, and from October 2011 the name will be used on its own, without the accompanying message.
The Airport Campaign
The most powerful vehicle for communication of the HSBC brand has been the international advertising campaign at all the world’s major airports. An airport is the ideal showcase for the HSBC brand, providing prominent exposure in exactly those locations where the bank’s customers are to be found.
The HSBC advertising campaign in Greece, at the Eleftherios Venizelos airport, was launched in 2008, and since then all the jet bridges have been ‘dressed’ with the bank’s global advertising message; wherever the bank’s customers are travelling, they have the feeling that their bank is travelling with them, is by their side.
In October 2011 HSBC changed its brand campaign, launching the In the future... concept. With its many years of experience and its global presence, the bank is familiar with many different peoples and cultures, recognizes unique opportunities and can look ahead to the future with energy and confidence. Ingenious and unexpected combinations of unambiguous images and powerful messages illustrate the changes the future will bring.
