In a country where banks are setting record profits, the question becomes how can they give back to the communities in which they serve and differentiate themselves from their competitors?
A good example has been HSBC and how they are investing in cultural marketing. Movie fans in São Paulo have been enjoying the HSBC Belas Artes Movie complex for years. In Curitiba, the bank has Teatro HSBC, a space for performing arts. The big news is that later this month, the bank will be opening the HSBC Arena in Rio de Janeiro and the HSBC Brasil venue in São Paulo. The show that will open both venues is Seal. What a fascinating opportunity for HSBC to use these spaces for experiential marketing their clients, as well as, create a more human face for the bank.