HSBC in local drive for Scottish business

HSBC is launching a campaign to drive awareness of its extended network in Scotland to cut through the dominance of Scottish banks.


The “quirky” regional campaign features images of global icons from around the world such as a tuk tuk and New York cab set against historic sites from the region such as Stirling Castle to communicate its “global knowledge delivered locally” brand message.

HSBC has tailored the images and message of the campaign for each Scottish area to include local landmarks and nuances to resonate with the local community.

HSBC is targeting a “financially astute, premium” audience in the region through outdoor, press, direct mail, and magazine ads as well as advertising in venues such as rugby clubs.

Mark Greenaway, marketing manager at HSBC, says: “Our branch opening strategy in Scotland demonstrates our commitment to both existing and potential customers, so it’s important for us to communicate this as effectively as possible.”

The campaign, developed by integrated agency Story, launches in Stirling today (22 August) and will roll out across Scotland throughout the year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here