HSBC launches global airport takeover

HSBC has launched a global brand campaign aimed at both consumers and business owners.

Located throughout airports across the globe, the campaign – “life is rarely a straight line” – positions the bank as a trusted partner for when life takes an unexpected turn.

Steve John, chief communications and brand officer at HSBC, took to LinkedIn to announce the campaign and encourage travellers to engage with it.

“HSBC has helped its clients navigate many periods of uncertainty over the past 159 years.

“The power of our global networks means we are uniquely placed to assist our clients to find opportunities at these moments,” John said on LinkedIn.

According to data by Statista, nearly seven out of ten adults said advertising at airports gave brands an international status.

The out-of-home campaign outlines the unexpected moments in business and in life that may require financial help, such as buying a house or starting a new business venture.

The campaign builds on the bank’s wider messaging of “life is not a straight line.” In a social campaign with the Tottenham Hotspurs women’s team earlier this month, the bank delved into the moments of uncertainty that shaped their football careers.