HSBC's in-flight magazineputs customers in charge

Thu, 20 Nov 2008

HSBC is offering passengers at London's Heathrow Terminal 1 the opportunity to create their own in-flight magazine. It will allow customers to choose the celebrity writers they are most interested in.

The magazine service, which will launch on December 1, is part of a campaign to promote the HSBC Premier Card, which is aimed at more affluent consumers.

Passengers can choose from five writers, including celebrity chef Jamie Oliver and tennis legend Björn Borg.

It will also feature four key sectors - home and abroad, commerce and politics, health and sport, and media and culture - with content sourced from countries such as Mexico, Malaysia, and China.

The magazine is then bound into a hardback cover for the passengers to take on their flight in an "exclusive" HBSC enclosure. The scheme is open to all passengers using the terminal.

The campaign has been developed by integrated agency Cunning, JC Decaux Airport and Aviator, a specialist division of Kinetic, with planning and buying by MindShare.