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Unveiling the new campaign are (l-r) Garth Atkinson, President & CEO, The Calgary Airport Authority; Randy Otto, President, Pattison Outdoor Advertising; Drew Single, Vice President, Commercial Banking, HSBC Bank Canada; Stephan Poirier, Vice President and Chief Commercial Officer, The Calgary Airport Authority |
CANADA. HSBC has launched its latest branded campaign, titled “˜In the Future’, with Calgary International the first airport in North America to host it.
The campaign was developed through Calgary International Airport’s advertising concessionaire, Pattison Outdoor Advertising. It is described as one of the most extensive branding campaigns to ever take place at the airport.
HSBC Bank Canada has the exclusive rights to brand the exterior and interior of 34 jet bridges and interior space in the US transborder areas between the terminal and the aircraft, across the entire airport.
HSBC Bank Canada Senior Vice President and Head of Commercial Banking, Prairie Region Robin Penfold said: “HSBC’s latest brand campaign reflects our international connectivity and expertise, and highlights the forces that will shape our world tomorrow – many of which are clearly visible today.”
The number of international travellers entering or returning to Canada climbed to just under 26.9 million in the first quarter of 2012 – a +7.3% increase compared the same period last year. Canadian residents made over 5.7 million international trips in April 2012 alone – a +4.5% increase over the previous year.
Stephan Poirier, Vice President and Chief Commercial Officer for The Calgary Airport Authority, said: “We are always looking for new and innovative ways to diversify our commercial revenue. This allows us to build, expand and maintain one of Canada’s busiest airports without relying solely on aeronautical fees, keeping operating costs among the lowest in the country. Calgary’s strong business sector and growing international passenger traffic makes YYC a great home for HSBC to market their services.”
Currently, 43 airports in 21 countries worldwide feature the jet bridge advertising pioneered by the HSBC Group, which was launched at London Heathrow Airport in 2001.
