HSBC targets UAE airports for advertising campaign

Campaign is the largest ever for airbridges at Middle East airports.


HSBC has signed a five-year partnership for advertising rights to airbridges at Dubai International and Sharjah International airports.

The campaign is expected to become the largest ever for airbridges at Middle East airports and also marks the largest single media investment by HSBC in region.

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. These will reach up to 60 million regional and international passengers that pass through these airports each year. Advertisements will also be seen inside the airport buildings, including the VIP Terminals in Dubai International.

"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," said Simon Cooper, CEO of HSBC MENA.

"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," he added.

"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."

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.

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."

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