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The Evolution of "Your Point of View" Campaign

20 October 2008

HSBC Launches "Different Values" Advertising Campaign As The Largest Single Issue Advertiser In New York Magazine History

NEW YORK, N.Y., October 20, 2008 – HSBC, "The world's local bank," today announced it will unveil ten new ads from its new “Different Values” campaign in the October 27 issue of New York magazine, on newsstands October 20. The new creative is part of a series of 17 ads (some single full page, some full page spreads) appearing throughout the issue, crystallizing HSBC’s global premise that “different values make the world a richer place.”

This largest-ever run-of-book ad representation in a single issue ofNew York is the most significant print buy in the “Different Values” campaign. It is also a first for both HSBC and New York in terms of one advertiser’s presence in a single issue and the corresponding week online.

In each “Different Values” ad, created by JWT, New York and London, a single image repeats three times, with a different one-word interpretation imposed over each photo. Initial ads were first seen in out-of-home and newspapers in early September. As occurred with the HSBC’s “Your Point of View” campaign, some of the new ads have already begun to generate blogosphere buzz over some of the words and images used.

“People’s reaction to the campaign is a bit of a values Rorschach test. It encapsulates our global outlook that acknowledges and respects that people value things in very different ways.” said Tracy Britton, Head of marketing for HSBC Bank, USA, N.A. “HSBC’s global footprint gives us the insight and the opportunity not only to be comfortable, but confident in helping people with different values achieve what’s really important to them.”

The ten new ads — “Shaved Head,” “Baby,” “Plastic Surgery,” “Prescription Drugs,” “Skyline,”  “Chocolate,” “Car,” “Niagara Falls,” “Passport” and “Alaska”-- will launch in the October 27 issue of New York magazine. In one, the words “style,” “soldier,” and “survivor” overlay the photo of the back of a gender-neutral shaved head.

The campaign’s global “Different Values” mission statement will appear on the front inside cover spread and back cover of the issue, and will pop-up as an interstitial on the landing page of www.nymag.com on October 20. New York and HSBC will host a contest for nymag.com users, inviting them to create the next “Different Values” ad, which will appear in a future issue.

“New York magazine and nymag.com are vehicles for marketers who want to make a strong and immediate impact with an influential audience,” says Larry Burstein, Publisher of New York Media. “People expect to see things first in New York, and that’s why HSBC chose to run this innovative campaign with us.”

The “Different Values” campaign will continue to roll out this fall in New York editions of national magazines including Time, Newsweek, Vanity Fair, Vogue, GQ, Harper’s Bazaar, Esquire, Smart Money, O, Money Magazine and others, as well as in TV, transit and outdoor advertising. The HSBC presence inside jet bridges and throughout terminals at New York City’s JFK and LaGuardia airports will be updated with “Different Values” creative during the peak of the holiday travel season

Notes to editors:

About HSBC

HSBC Bank USA, N.A. and its sister bank, HSBC National Bank USA, have more than 460 bank branches throughout the United States, with about 380 in New York state; branches in California and Pennsylvania; and a growing network of branches in Connecticut, Washington, D.C., Florida, New Jersey, Maryland and Virginia. There is also a branch in each of the following states: Delaware, Illinois, Oregon and Washington State. HSBC Bank USA , N.A. is the principal subsidiary of HSBC USA Inc., an indirectly-held, wholly-owned subsidiary of HSBC North America Holdings Inc. HSBC USA Inc. is one of the nation's 10 largest bank holding companies by assets.

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