HSBC seeks to better its reputation in China with a public relations campaign including specific strategies to target policymakers in the wake of the Huawei debacle.
The $2.5-million campaign will cover social and traditional media, high-profile sponsorships and outdoor advertising. Specific details include the distribution of social media ads within 500 meters of government buildings to target policymakers and increased WeChat presence with a regular stream of «moment ads».
The strategy was unveiled through an internal presentation titled «Beijing Visible Strategy», according to a «Bloomberg» report, which was headlined by the question «How we protect and enhance our reputation in China against the backdrop of reputational challenges caused by the Huawei issue».
In addition, HSBC China head David Liao will go on a tour of mainland media outlets to build relationships and place more ads.
Under Renovation
HSBC is in the midst of mending its relationship with China which recently excluded it from an 18-strong list of banks that would participate in pricing a new prime rate, which included foreign lenders like Standard Chartered and Citi.
More recently, HSBC chairman Mark Tucker spoke out for the first time to Chinese state media regarding ongoing unrest in Hong Kong, condemning protestor violence and backing the «one country, two systems» framework.
To Grow Business in China
«[The campaign] demonstrates our commitment to grow our business in China,» HSBC said in a statement, commenting on its latest ad campaign in the mainland.
«We are proud to be increasing our investment in engaging our clients and the public in China, which is at the heart of our strategy.»
