HSBC putts women first

Singapore - HSBC has launched a creative campaign to promote its inaugural HSBC Women's Champions golf tournament, focusing mainly on outdoor media.

The rationale behind using outdoor was to promote golf to a wider audience other than golfers. Developed and conceptualised by JWT, the advertising campaign first appeared on a stick-on, front page ad in The Straits Times. TVCs, painted buses, bus-stop shelter posters, an MRT concept station, in-train advertisements, bank branches, point-of-sale materials, as well as pillars at Changi Airport Terminals 1 to 3 and Raffles Place were other media the creative appeared in.

Supported by branch promotions and lucky draws, the campaign has a digital component which includes an online contest and banner advertisements on portals like Google, Yahoo and MSN.

Mindshare handled media planning and buying while Hill & Knowlton is in charge of the communications for HSBC's 2008 activities in Asia as reported in Marketing on 19 October.