HSBC ads to adorn Changi’s aerobridges
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SINGAPORE, 28 October 2009 - For air passengers at Singapore Changi Airport, HSBC will soon be greeting them when they fly into the airport, and bidding them bon voyage as they depart from Singapore’s shores. In an unprecedented move to allow advertising on its aerobridges, Changi Airport Group (CAG) has established a two-year advertising partnership with HSBC which will see the financial services group brand all 92 aerobridges at the airport with its advertisements.
Starting 28 October 2009, the external surfaces of the aerobridges across Terminals 1, 2 and 3 at Changi Airport will progressively carry the latest advertisements of HSBC’s global branding campaign, with the whole exercise to be completed by December 2009.
Mr Guy Harvey-Samuel, CEO of HSBC in Singapore, said, “HSBC is delighted to have been invited to brand the aerobridges at Changi Airport - one of the busiest airports in the world. This strategic partnership will enable the HSBC brand to reach some 37 million people who pass through Singapore’s Changi Airport every year.”
Chief Executive Officer of Changi Airport Group, Mr Lee Seow Hiang said, “This is the first time that Changi Airport is making available its aerobridges for advertising, and we are heartened by HSBC’s recognition of Changi as an effective platform to reach out to a vast international audience. With passengers numbering more than 37 million in 2008 and arriving from about 200 destinations, Changi Airport provides global advertisers with the advantage of connecting with a large and truly diverse audience from all corners of the world.”
HSBC’s global branding campaign depicts the different perspectives that its customers have toward the values and priorities in life, and how HSBC’s ability to understand these diverse values is integral to its success as the world’s local bank. As part of this campaign, HSBC has specially developed a set of five new advertisements that feature uniquely Singaporean images such as the statue of Sir Stamford Raffles and a Peranakan shop house. These will be displayed at the aerobridges, with the smallest dimension measuring 4 metres by 1.5 metres, and the largest dimension measuring 9.1 metres by 2.8 metres.
An integral part of HSBC’s global airport branding strategy, aerobridge advertising is a concept pioneered by HSBC and launched at London’s Heathrow Airport in 2002. The HSBC brand now greets travellers on the aerobridges of 45 airports across some 20 countries including key financial hubs like Delhi and Mumbai, Jarkarta, Bangkok, Sydney, Zurich, New York and Miami. As one of the world’s leading air hubs, Changi Airport extends HSBC’s global branding strategy.
In 2008, some 37.7 million passengers passed through Changi Airport’s terminals, and for the first nine months of 2009, Changi handled a total of 26.7 million passengers. As at 1 October 2009, 87 airlines fly to Changi Airport, serving 196 cities in 60 countries around the world.
To allow advertisers to reach out to the millions that arrive at Changi Airport yearly, there is a wide array of more than 200 static, digital and ambient advertising opportunities throughout the terminals, on top of the latest addition to the list – 92 aerobridges. “Changi Airport Group is keen to work with advertisers on creative and innovative publicity concepts that enable businesses to meet their campaign objectives and stretch their advertising dollar and which, at the same time, add interesting visual elements and colour to the ambience at the airport,” added Mr Lee.
Mr Harvey-Samuel said, “HSBC’s presence at airports around the world demonstrates the length, breadth and depth of our international network, as one of the world’s largest banking and financial organisations. As a global bank, our airport advertising strategy also enables us to touch customers who are increasingly mobile and worldly.”
“Our presence at Changi Airport also underscores HSBC’s strong, successful and longstanding franchise in Singapore, our commitment to serve our customers, residents or visitors alike, and grow and develop our business here.” he added.
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