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HSBC launches biggest airbridge advertising campaign in the Middle East
HSBC agrees five-year partnership with Dubai International and Sharjah International Airport
August 24, 2010 11:41 by Rasha Reslan
HSBC Middle East has signed a five-year partnership for the advertising rights to airbridges at Dubai International and Sharjah International Airports. The airbridge campaign is the biggest ever in the Middle East, and HSBC’s largest single media investment in the region.
HSBC brand advertisements will be exclusively placed on every access between the planes and the terminal buildings at Dubai and Sharjah airports, internal and external panels on approximately 60 airbridges and the exterior of around 100 shuttle buses. All these are going to reach up to 60 million* regional and international passengers that pass through these airports each year. Brand advertisements will also be seen inside the airport buildings, including the VIP Terminals in Dubai International.
Simon Cooper, CEO of HSBC MENA said: “HSBC continues to grow its business in the UAE and continues to invest in this growth market. Our investment on this scale is another clear indicator of our confidence in the UAE and the potential for economic growth. HSBC has maintained an unbroken presence in the Middle East for over a century, and its commitment to the region is for the long-term.
“Our medium and long-term outlook remains positive for Dubai, for the UAE, and for the Middle East. The region will continue to be an important market at the heart of international trade and investment flows. Our strategic investments in the region will ensure that HSBC is the bank best-placed to take advantage of these opportunities.
“Dubai International is the world’s fourth busiest airport for international passenger traffic, making it the ideal location for our very successful airport branding campaign.
“Airbridge advertising is representative of our ability to offer customers both international reach and local knowledge and with our global banking offerings to both personal and corporate customers; we can offer them a seamless international banking experience wherever they are in the world.”
Paul Griffiths, Chief Executive, Dubai International, said: “Double-digit passenger growth has become the norm at Dubai International and we are expanding annual passenger capacity to 90 million in the next few years to keep pace. Dubai International is truly a world-class airport and as trade, financial services and tourism spur the Dubai economy, this partnership will enable HSBC to deliver a high level brand message to our shared customers: the international travelers.”
Dr. Ghanem Al Hajri, Director General of Sharjah Airport Authority, said: “Sharjah International Airport is a dynamic regional airport and has seen encouraging passenger growth. More than the base of the leading budget carrier, the Airport also boasts a diversified passenger profile thanks to the booming tourism of the emirate and its proximity to other popular destinations in the region. We are pleased to have HSBC on board and we believe this airport branding will give HSBC an extended reach to their clientele.”
HSBC pioneered the airbridge advertising concept and launched at London’s Heathrow Airport in 2001. Since that time it has expanded to 48 airports in 24 countries around the world. HSBC branding can now be seen at airports in such diverse locations as: Sydney, Beijing, Shanghai, New York, London, Paris, Athens and Tokyo.
Throughout this course of airport branding round the globe, JCDecaux, the world’s number 1 airport advertising concessionaire, has been a close partner with HSBC. This contract marks the extension of this partnership to the region and strengthens the collaboration between the two.