HSBC launches Brazilian cultural sponsorship programme

HSBC: promoting its latest cultural sponsorship programme
HSBC: promoting its latest cultural sponsorship programme

HSBC is launching a global campaign to promote its latest cultural sponsorship programme, based around Brazilian arts.

‘Festival Brazil' is the third such sponsorship undertaken by the banking giant, following its backing of programmes revolving around Chinese and Indian culture in 2008 and 2009.

The programme will centre on a series of events at London's Southbank Centre, including exhibitions and performances by Brazilian artists. HSBC-sponsored events will also take place in the US, South America, the Middle East and South East Asia.

HSBC has tied up with the Financial Times to host a series of forums advising UK businesses looking to expand into Brazil, while The Economist Intelligence Unit is producing a report on doing business with Brazilians.

The bank has also partnered with Time Out to produce a consumer guidebook to Brazilian culture, entitled ‘500 Ways To Experience Brazil Around The World'.

The programme will be supported with an international ad campaign, by JWT, with each print and outdoor ad offering an insight into Brazilian economics.

One ad states that the Rio Carnival has a global TV audience of half a billion people, while another claims Brazilian football clubs have earned $1bn through the sale of players to overseas clubs.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message