Global Airport Advertising: HSBC’s Latest Campaigns with JCDecaux

With a massive global customer base- 39 million customers across 60 countries- HSBC’s marketing strategy has clearly had success garnering international reach, authority, and adoption. For years, creating an ambassadorial presence in airports across the world has been a core component in their successful advertising strategy. According to HSBC’s Head of Marketing, Leanne Cuts, the rationale is simple:

“As a global bank, we need to be present where our customers travel. Airports are not just transit spaces; they are growing media channels, offering a prime opportunity for our brand to connect with millions of people worldwide." 

This prime opportunity has benefits for global brands beyond mass international reach. The inherent sense of prestige, value, and trust associated with the airport environment is proven to transfer to brands present in the space.

The financial institution has officially returned to JCDecaux’s American airport advertising networks with a new campaign in Los Angeles International Airport. Their latest placement is featured prominently in LAX’s Terminal B on our iconic Bon Voyage wall. This massive showstopping screen is one of our most coveted placements, located directly outside of the Amex Centurion lounge; not only does this placement guarantee coverage of high-income international travelers passing through this key pulse point, but also increases brand awareness amongst consumers currently banking with the competition. 

As a JCDecaux partner, HSBC’s long term airport advertising strategy remains nimble and adaptable; with our global programmatic availability, the financial institution can take advantage of the latest and greatest in digital ad buying. They’ve leveraged programmatic advertising’s hyper-targeting capabilities in Hong Kong International Airport to pinpoint their promotion for the HSBC Global Investment Summit 2025 precisely at the right time and place. The flexibility of this method also allowed them to retarget delegates after attending the summit for coverage of their full journey. 

Leveraging a high impact advertising placement in LAX’s core international terminal is a great addition to this Hong Kong programmatic domination. Not only does this terminal see an average of 1.8 million monthly passengers pass through, it is also located in the #1 airport in the U.S.A. for flights to Asia. With coverage at both ends of the journey from LA to Hong Kong, this HSBC campaign is guaranteed to reach their key global audiences.