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HSBC Expands "Values" Campaign as the Largest Single-Issue Advertiser in The New Yorker Since 2005

4 October 2009

For The New Yorker Money Issue, Three Artists Give Different Perspectives

NEW YORK, N.Y. - HSBC Bank USA, N.A. ("HSBC"), "The world's local bank," is continuing their "Values" conversation in the Money Issue of The New Yorker, on newsstands October 5, with the publication's largest single-issue ad buy since August 2005. This marks the first time in New Yorker history that three artists are bringing their own perspective to the same subject to create three covers bound in a single issue.  HSBC "Values" ads appear opposite the three covers, inside the front cover flap, on the inside back cover facing the popular New Yorker Cartoon Caption Contest page, and on the back cover. 

"HSBC has spent the past year sparking a dialogue about values in different platforms, and being part of The New Yorker allows us to continue that conversation in a very thoughtful way," said Johanna Breman Tzur, Head of HSBC Brand & Advertising, North America. "New Yorker covers are known for generating discussion and the magazine has a long history of breakthrough economic reporting, so we are pleased to be a part of the Money Issue."

The New Yorker is creating a special editorial video that takes readers behind the scenes to show how the three covers were created. Art Editor Françoise Mouly will walk viewers through the creative process, discussing this unique cover project and the artists' visions. The video posts Monday on www.newyorker.com/video, and will appear on Taxi TV throughout the month of October.

Additional elements of the HSBC ad buy include:

  • Digital video content: subscribers reading the digital edition can click video links embedded on HSBC ad pages to view HSBC commercials and videos
  • Bonus Money Issue distribution at New York State cultural events and academic institutions
  • Custom ads for the Money Issue supported by HSBC on classical radio station WQXR-FM
  • E-blast to New Yorker subscribers in New York State, where the U.S. retail bank has its largest market presence
  • Street team Money Issue distribution near key NYC financial and cultural institutions

"We're thrilled that HSBC has come onboard for this unique opportunity," said Lisa Hughes, Vice President and Publisher of The New Yorker. "Our cover is always a source for conversation and the three unique covers on this year's Money Issue are sure to get people talking."

The HSBC "Values" campaign seeks to create better understanding of customer needs by learning what they value. To continue to generate conversation since the campaign launch in October 2008, HSBC has developed events, digital programs and new creative throughout the past year. In July, HSBC shot three conversation-sparking "SoapBox" TV commercials featuring real New Yorkers discussing their values, hosted an event at Madison Square Park inviting area residents to express their values atop actual soapboxes, and developed a digital "SoapBox" with New York Magazine that can be found at www.valuessoapbox.com. HSBC is currently sponsoring WNYC Radio's "The NEXT New York Conversation Series," and is the first-ever sponsor of the live conversation series at the station's newly opened Jerome L. Greene Performance Space.

About HSBC Bank USA, N.A.

HSBC Bank USA, N.A. has more than 470 bank branches throughout the United States, with approximately 380 in New York State. The Bank also operates in Florida, California, Washington, D.C. Pennsylvania, New Jersey, Delaware, Oregon, Washington, Maryland, Illinois, Connecticut and Virginia. 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 largest bank holding companies by assets. Deposits in the United States are offered by HSBC Bank USA, N.A. Member FDIC.

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