HSBC boosts Premier with Sunday Times tie-up

HSBC has worked with the Sunday Times to create an alternative rich list, aimed at promoting its Premier account.

Featured as a supplement on 25 May, the Alternative Rich List expanded the concept of the Rich List to people ‘finding a balance’ between money and positive contributions to society. An expert panel highlighted examples such as fitness app Accessercise and first-time buyer hub BrickzWithTipz.

HSBC worked with media agency PHD x OMG on the project, which aims to boost recognition of the Premier account, which was relaunched in November, and promoted via a major multi-channel campaign earlier this year.

Becky Moffat, Chief Marketing Officer HSBC UK said: “The Sunday Times Rich List is an iconic media property that identifies the UK’s most successful individuals and The Alternative Rich List looks at those contributing to the country’s deeper richness in health, wealth and wellness.

“This integration is a fantastic way of supporting the refresh of our Premier proposition, highlighting our focus on supporting our customers with their wellness as well as their wealth.”

David Dumville, Director of Times Studio, said: “This partnership is a real showcase for the creative ways that brands can engage with The Times and The Sunday Times to create rich, integrated media products spanning print, digital and video that engage consumers deeply.

“The Alternative Rich List builds on the iconic Rich List brand to help HSBC build its brand association with wellness and wealth. It combines a strong editorial proposition with some rich brand associations for HSBC, delivering value on all fronts.”