HSBC’S Latest branding Campaign Makes First North American Landing at Calgary International Airport

August 22, 2012   |  

HSBC Bank Canada and The Calgary Airport Authority have unveiled one of the most extensive branding campaigns to ever take place at Calgary International Airport (YYC). 

Entitled ‘In the Future’, HSBC’s latest global brand campaign will feature prominently across the interior and exterior of 34 jet bridges in the airport’s domestic, international and U.S. transborder areas. YYC is the first airport in North America to display the newest HSBC global brand campaign.

Robin Penfold, Senior Vice President and Head of Commercial Banking, Prairie Region, HSBC Bank Canada said: “More and more Canadians are taking to the skies each year, travelling the globe for work and pleasure. As the leading international bank in Canada, we are uniquely positioned to meet the financial services needs of these globally-minded travellers. 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 at YYC. This allows us to build, expand and maintain one of Canada’s busiest airports without relying solely on aeronautical fees, keeping operating costs at YYC 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.”

The agreement between HSBC Bank Canada and Pattison Outdoor Advertising, a leader in out-of-home advertising and the indoor and outdoor advertising service provider at YYC, gives HSBC the exclusive rights to brand the exterior and interior space of all the jet bridges and fixed links between the terminal and the aircraft, across the entire airport.

Jet bridge advertising is a concept pioneered by the HSBC Group and launched at London’s Heathrow Airport in 2001. The HSBC Group is a global innovator in major branding initiatives holding the jet bridge-branding rights to some 43 airports in 21 countries worldwide including some of most recognizable in the world such as Heathrow (London), Los Angeles International Airport, Charles de Gaulle (Paris), Dubai International Airport, Hong Kong International Airport, and Benito Juarez International Airport (Mexico City).  In Canada, the jet bridges are also branded at Pearson International Airport (Toronto), Vancouver International Airport, and Montreal-Trudeau International Airport.

About HSBC Bank Canada

HSBC Bank Canada, a subsidiary of HSBC Holdings plc, is the leading international bank in Canada. With around 6,900 offices in over 80 countries and territories and assets of US$2,652 billion at 30 June 2012, the HSBC Group is one of the world’s largest banking and financial services organizations.

About The Calgary Airport Authority

The Calgary Airport Authority is a not-for-profit, non-share capital corporation responsible for the management, maintenance and development of Calgary International Airport (YYC) and Springbank Airport (YBW) under long-term lease from the Government of Canada.

About Pattison Outdoor

Pattison Outdoor Advertising is Canada's largest Outdoor, Transit and Digital advertising company with 25 sales offices coast to coast.  Headquartered in Mississauga, Ontario, PATTISON Outdoor Advertising is a division of the Jim Pattison Group.  


Photo of a ribbon cutting ceremony at YYC

Photo (from left to right): 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