HSBC Bank and World MasterCard are
offering complimentary VIP "fast track" security access to HSBC Premier cardholders through JFK International Airport's Terminal One to HSBC Premier cardholders.
The pilot program, which
runs from April 1 to June 30, builds on HSBC's already visible footprint in airport hallways and jet ways across the world. Jet bridge advertising is a concept pioneered by HSBC and launched at
London's Heathrow Airport in 2001. Since that time it has expanded to 50 airports in 24 countries. HSBC branding can now be seen at airports including Sydney, Beijing, Shanghai, New York, London,
Athens and Tokyo.
The New York-based financial services company is promoting the fast track VIP initiative on a Web site, www.privileges.hsbcpremier.com/JFKVIP.
The exclusive offering aims to
help ease travel headaches for card members and their traveling companions, says Kevin Martin, head of PFS and marketing at HSBC Bank USA, N.A., in a release. The program highlights the company's
position as a "marketing innovator," he adds.
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To use the VIP security access, Premier cardmembers can present their Premier World MasterCard card to an attendant at the security checkpoint
located in Terminal One between Aisles D (Korean Air) and E (Japan Airlines).
There are three points of entry, with the middle entry dedicated to first class, business class and VIP
ticketholders. For easy identification, a yellow security sign hanging above this checkpoint will indicate VIP entry. In addition, JFK security personnel will be on location to guide the process for
each participating cardmember. All passengers and baggage are subject to TSA security screening.
The promotion, orchestrated by JCDecaux North America, is not for the hoi polloi. To qualify for
HSBC Premier, consumers need to open a Premier checking account and maintain $100,000 in combined personal deposit and investment balances. Business owners may use their commercial balances to qualify
for personal Premier membership.