Apparently with the credit crunch has come a revival of DIY leisure activities, including knitting and felt making.
With knitting needles notoriously difficult get through security, HSBC has come up with a luxury DIY way of entertaining travellers waiting at Heathrow Terminal 1- letting them to make their own magazines.
Here’s how they plan to wake the editor in all of us:
HSBC Premier is to inject a little exclusivity into flying with a bespoke limited edition magazine creation service at Heathrow’s Terminal 1 for travellers wanting the ultimate in reading material for the journey ahead.
Features have been sourced from every part of the globe, from Mexico to Malaysia, Sydney and Beijing.
Choices will include Bjorn Borg’s personal insights into today’s world of sport and Harrod’s own trend forecaster will give his predictions for the future of shopping, empowering every reader to become their own editor.
In a media first negotiated through Mindshare with JC Decaux, Cunning has designed an exclusive enclosure beyond security at Terminal 1 where travellers will be greeted as they enter and presented with a smart hardback magazine cover.
A large selection of loose-leaf articles, beautifully arranged on backlit shelving, can then be browsed and collated into the cover to create each traveller’s bespoke magazine.
Visitors will be able to stroll around browsing the range of articles covering Arts, Media and Culture, Home and Abroad, Health and Sport, Commerce and Politics before taking their selection to the ‘binding bar’, to be neatly bound.
The international theme of the content on offer reflects HSBC Premier’s exclusive banking package, as HSBC Premier customers are able to access their banking services from anywhere in the world.
With a presence in more than 41 international airports, and as HSBC Premier customers travel a great deal for both pleasure and business, this activity cleverly extends HSBC Premier’s Heathrow presence into an experience, all the while cementing its position as ‘the world’s local bank’.
Fredda Hurwitz, managing director at Cunning says, “Credit to HSBC for being brave in using such an innovative activity to bring its campaign to life. This experience truly reinforces their global presence, in this, one of the world’s busiest airports”.
Taking place the first two weeks in December, the pilot activity has the potential to be rolled out to airports around the world.