The first campaign will be for the HSBC Champions, taking place in Shanghai in November.
The tournament will be used as a springboard for additional media activity relating to the subsequent women’s event, according to Vivian Lines, Hill & Knowlton’s regional president.
The tournament will be used as a springboard for additional media activity relating to the subsequent women’s event, according to Vivian Lines, Hill & Knowlton’s regional president.
In addition to the established tournaments, Hill & Knowlton will be profiling HSBC’s local grass roots golf initiatives such as the HSBC Youth Golfers Programme.
HSBC is keen to align itself with a fast-growing sport that has maintained a wholesome image. “Golf today is played by a tremendous amount of people,” notes Lines. “It is an ethical, clean sport. This fits well with HSBC’s ethical banking.”
Hill & Knowlton’s involvement in sports marketing also includes work with the IOC and the city of Daegu’s bid to host the 2011 World Athletics Championships.
