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HSBC reinvents airport ads with biggest global campaign to date HSBC's airport advertising has been a key strand of its global marketing strategy since it pioneered the concept of jet bridge ads at London's Heathrow in 2001. Now the bank is planning its biggest OOH campaign to date to promote its new brand positioning. Around 18 months in development , the campaign – by Saatchi & Saatchi – aims to bring to life HSBC’s role in "connecting the world", and boost awareness of its "Together we thrive" brand promise, which launched earlier this year . Each ad will offer a view of a global scene relating to the bank’s business priorities – from trade and education to diversity and sustainability – as seen through the lens of HSBC’s "hexagon" logo. Topics include rooftop farming practices in New York, community cycling in the UK and food markets in Hong Kong. A series of 79 different creative executions will roll out across 17 airports in nine countries - including Heathrow and Gatwick – covering 1,500 jet bridges and 94km of passenger walkways. HSBC claims the ads will be seen by 900 million passengers this summer alone. Speaking to Campaign, Leanne Cutts, HSBC’s group head of marketing, said the introduction of "Together we thrive" offered an opportunity to "refresh what is already an iconic campaign". While the framework for the campaign was devised by HSBC’s global marketing team with Saatchi & Saatchi and branding agency Turner Duckworth, Cutts said it was important to allow local markets to propose creative idea relevant to their audiences but in-keeping with the brand’s "tone of voice". "We do talk about having that intelligent wit, that wry sense of humour. Keeping that tone has been important. You want the consumers to work a little bit, both from a visual perspective and also with what words we might use.
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