HSBC Continues to Grab the Attention of Hispanics in New York Through...

HSBC Continues to Grab the Attention of Hispanics in New York Through Unveiling of Live 3-D Billboard

Innovative Billboard Features Live Element as Part of Marketing Message


New York, NY–(HISPANIC PR WIRE)–August 13, 2004–HSBC Bank USA, N.A. has unveiled a live 3-D billboard as part of a campaign designed to promote the bank’s new Hispanic-focused products and services. Extending from the billboard is a bench on which a person will sit and ponder the question, “Do you want a better bank?” The billboard is part of HSBC’s “Do you want a better bank?” campaign and plays off the dual meaning of the word banco, meaning both bank and bench, in Spanish.

The billboard is located in the heart of the Hispanic community, on the busy corner of 125th St. and 2nd Avenue in Manhattan. When the person, who will be lifted up via a crane, isn’t sitting on the bench a mannequin will substitute. Putting a person directly on the billboard is one way HSBC is communicating with Hispanic consumers.

“Our innovative marketing campaign has been successful in reaching the Hispanic community and has captured significant media and industry attention,” said Mayra DiRico, senior vice president and district executive, HSBC Bank USA, NA. “We pride ourselves on being in touch with the consumer’s mind set and the realities of life, and include these characteristics in our advertising.”

HSBC, recently named “The World’s Best Bank” by Euromoney, designs financial products that appeal to New York Hispanics who are in need of tailor-made financial products and services that closely match their personal situations. The bank’s marketing message “Do you want a better bank?” reflects its attitude towards banking, which is centered on asking consumers what they need and creating products that meet these needs. HSBC’s goal is to invite New York Hispanics to break through the traditional banking offerings and switch to HSBC for their financial needs.

As praised in Diversity magazine, HSBC’s close attention to the Hispanic community follows a tradition of developing products and services that meet the needs of local, ethnic communities. This has been evidenced repeatedly through ethnic programs such as a Chinese and Southeast Asian branch network. Additionally, HSBC has an established presence in Latin America, where it has a strong retail presence in Argentina, Brazil and Mexico.

About HSBC Bank USA, National Association

HSBC Bank USA, N.A. with its main office in Delaware, has nearly 400 branches in New York State, as well as eleven branches in Florida, six in California, one branch each in Pennsylvania, Washington, Oregon, and Panama. It is the principal subsidiary of HSBC USA Inc, an indirectly-held, wholly-owned subsidiary of HSBC North America Holdings Inc., one of the nation’s ten largest bank holding companies by assets.

Headquartered in London, the HSBC Group is one of the largest banking and financial services organizations in the world. The Group’s international network comprises about 10,000 offices in 76 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa.

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Pamela Plehn

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Susan Urza

Mendoza Dillon


HSBC Continues to Grab the Attention of Hispanics in New York Through Unveiling of Live 3-D Billboard