Targeting high net-worth consumers in 11 markets across Greater China, Southeast Asia and Indochina, the marketing drive accompanying the push seeks to communicate the bank's platform that it can 'take your wealth potential to new heights'.
Developed by JWT, with media planning and buying by MindShare, the campaign revolves around free 'Shanghai Experience' holiday packages to the HSBC Champions golf tournament in November.
The event, which features star player Tiger Woods, boasts the region's richest prize purse at US$5 million.
"The creative concept of using the Shanghai skyline is to equate the opportunities for wealth accumulation in Shanghai, with the wealth accumulation services provided by HSBC Premier," said an HSBC spokesperson.
Regionally, the advertising campaign will run across print, radio, online and point-of-sale channels, along with outdoor executions in Hong Kong.
The campaign will run until the end of September.
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