Travelers to New York are about to find HSBC, one of the world's largest banks, inescapable. The bank has just inked a new five-year, $6 million deal with the Port Authority of New York and New
Jersey to be the exclusive sponsor (other than airlines) on the 108 jet bridges that link planes to the terminals at Kennedy International Airport. Talks are underway for similar deals covering
LaGuardia Airport and Newark International Airport as well. "We've been looking for different sources of revenue," said Charles A. Gargano, vice chairman of the Port Authority, which operates the
airports. "Advertising was one where we thought we had opportunities that had not been looked at." The ads that will go up soon at Kennedy will be part of the bank's new campaign, "Different Points of
View," which celebrates various views of art, technology and food. "When you get off a plane or [step] on a plane, you have that same first image," said Martin J. G. Glynn, president and chief
executive of HSBC's American banking unit. "It's a powerful first image." He said the bank hoped to encourage more business travelers and tourists to become customers at home and abroad. HSBC, which
has been expanding its operations in the New York area, already has ads on jet bridges at 20 other airports in 15 cities around the world. Six years ago, it signed on as the exclusive advertiser on
the jet bridges at London's three airports, said Glynn.
advertisement
advertisement
Read the whole story at New York Times »
