First it was stadiums; now it’s airports. Financial services firm HSBC has signed a five-year agreement that allows its brand visibility on the 108 jetbridges at John F. Kennedy International Airport in the first major airport naming contract in North America.
The pact with the Port Authority of New York/New Jersey and JCDecaux North America follows a similar deal HSBC reached with Heathrow, Gatwick and Stansted airports in the UK. The airport branding initiatives are part of the bank’s “Different Points of View” global branding campaign, which debuted in the U.S. in March. The campaign celebrates differing views on the worlds of art, technology, food and people.
“JFK is a natural choice for us given our significant presence in New York State,” said HSBC spokesman Stephen Cohen.
The company is in negotiations to construct similar branding in Newark Liberty International Airport and LaGuardia Airport, both of which also serve the New York metropolitan area. When it has signed all three New York/New Jersey airports, the company will have “significant marketing presence” at 20 airports in 15 cities around the world.
“True to being ‘the world’s local bank,’ we’re excited that New Yorkers and visitors will be exposed to HSBC as they pass through JFK,” said Martin Glynn, president and CEO of HSBC Bank USA, N.A., in a statement.
Forty-one million travelers pass through JFK terminals each year. Outdoor marketing agency JCDecaux North America is executing creative by JWT. GroupM and Kinetic Worldwide Group were the media and specialist agencies involved in the agreement.
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