Golf fever grips Shanghai as HSBC Champions arrives

HSBC, the world's local bank, required a strategic communications plan to support its global golf sponsorship program.

An integrated campaign including a Media Golf Day to announce the list of confirmed players and launch the HSBC Future Champions Tour as well as a number of targeted interviews ahead of the tournament. The tournament drove awareness of the sponsorship as well as the bank's messages of integrity, inclusiveness and fair play.

HSBC's ambition to grow the game further in China was highlighted in a special photo call with Tiger Woods and other top golfers playing table tennis and a golf session with kids.

The activity generated news in more than 230 national and international media and increased interest in golf amongst a wider audience.