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HSBC takes off with aerobridge campaign in Thailand

BANGKOK: HSBC has unveiled an aggressive two-year branding campaign, which will see the banking and financial services giant focus its media use on aerobridge advertisement at airports across Thailand.

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According to Anthony Lau, senior branding and marketing communications manager for HSBC, the multimillion-dollar campaign is the first major project Group M's MindShare has handled for the bank since it was awarded the global account in May.

The campaign is running across 47 aerobridges in five airports covering both domestic and international sections. The exterior panels of the aerobridges display the HSBC logo while the interior panels will promote its financial products and services such as credit cards, personal loans, investment and home loans, as well as commercial banking.

"This is a global campaign that just happens to choose Thailand's airports because it has the highest passenger traffic in Asia," added Lau.

More than 80 commercial airlines use Bangkok International Airport, with passenger volumes totaling 30.18 million in 2003. The combined annual passenger volume of the airports featuring the campaign - Bangkok, Chiang Mai, Chiang Rai, Phuket and Hat Yai airports - is more than 35 million.

"We are using this medium to promote the corporate brand and key products because of the availability of internal ad space, which provides slightly more leeway for creative format."

However, Lau noted that, externally, there were serious constraints on the format and urged the Airport Authority of Thailand to provide advertisers with formats that offer greater flexibility.

"There is limited space for creativity. We've started with the corporate logo, but going forward, we will need more flexibility so we can have variants in creative style. It's about creating something that is both impactful and meaningful.

"There is a fixed format, which is quite elongated with minimum height and so, creatively, it is challenging. The Airport Authority really needs to allow more flexibility in the ad formats," Lau said.

This article was first published on Media Asia

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