Telegraph Banks On HSBC To Sponsor Business Sections
The Telegraph Group has secured HSBC Bank as the exclusive six-figure sponsor of its new business sections.
The deal will see the global bank sponsor five full colour special reports in the Your Business section of the Daily Telegraph on Mondays. Each report will be themed and will incorporated features and advice from HSBC and independent experts relevant to small businesses.
The second part of the deal will see HSBC sponsor the new fortnightly Business Sense page in The Sunday Telegraph. Running for five weeks from September the page will offer news, views and advice for small businesses.
The activity will be supported by heavy in-paper promotion, as well as with posters in 6,000 newsagents across the country. There will also be pre and post campaign research to monitor awareness of the activity amongst Telegraph readers.
The deal was negotiated by David Liversage at Drum PHD and Amanda Rendle at HSBC, with Nick Russell, strategic planner at Telegraph Group.
Commenting on the sponsorship, Liversage said: “The credibility and kudos of Telegraph Group’s business pages were a big pull for us when planning this deal. But, when combined with the creativity and flexibility offered by the commercial department, above its competitors, to deliver broader messages to the consumer it meant they were the obvious choice for us.”
John Rendall, head of business banking at HSBC Bank, added: “This sponsorship provides us with an innovative and imaginative contribution to our business banking campaign, the Business Sense sponsorship also creates interesting content that we are able to use in other marketing environments.”
The latest ABC circulation figures for the six months to August 2003 show that the Daily Telegraph saw its circulation decline by 7.9% year on year to 924,555. The Sunday Telegraph also faltered during the same period, with circulation dropping by 8.5% to 710,806.
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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