HSBC Trots the Globe To Pursue Mass Affluent

Adams, John
May 2008
U.S. Banker;May2008, Vol. 118 Issue 5, p28
Trade Publication
The article reports on the marketing strategy of Hongkong Shanghai Banking Corp. (HSBC) in the U.S. In its airport display advertisement, HSBC takes a lot of latitude in which the result is a visually striking series of images. In addition, latitude also serves to show HSBC wide availability. Moreover, the campaign succeeds by playing local idiosyncrasies for humor though it does so without being culturally disrespectful.


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