MONTREAL, May 20, 2011 /CNW/ - HSBC Bank Canada, Aéroports de Montréal and Astral Out-of-Home today announced one of the most extensive branding campaigns to take place at Montréal-Trudeau International Airport.

The agreement between HSBC Bank Canada, Montréal-Trudeau International Airport and Astral Out-of-Home, one of Canada's largest out-of-home advertising companies and the exclusive advertising provider at Aéroports de Montréal, gives HSBC the exclusive rights to brand the exterior and interior surfaces of all the jet bridges and passageways between the terminal and the aircraft, across the entire airport. The HSBC branding will cover 44 jet bridges in the airport's Domestic, International and U.S. Departures areas and will be completed by 30 June 2011.

Lindsay Gordon, President and Chief Executive Officer, HSBC Bank Canada said: "As 'The world's local bank', the HSBC Group has the global reach and local knowledge to provide the financial services needed by travelers - whether for business or pleasure. Branding the jet bridges at Montréal-Trudeau International Airport will allow us to reach the more than 12 million people who travel through the airport each year."

James C. Cherry, President and Chief Executive Officer, Aéroports de Montréal, said: "This deal with HSBC Bank Canada reflects our wish to diversify revenue sources. As a hub for international passenger traffic, the Montréal-Trudeau Airport represents a prime location for advertisers."

The HSBC Group is a global innovator in major branding initiatives holding the jet bridge-branding rights to over 50 airports in 24 countries worldwide including some of most recognizable in the world such as Pearson International Airport (Toronto), Vancouver International Airport (Vancouver), Heathrow (London), Los Angeles International Airport (Los Angeles), Charles de Gaulle (Paris), Dubai International Airport (Dubai), Hong Kong International Airport (Hong Kong), and Benito Juarez International Airport (Mexico City).

Luc Sabbatini, President of Astral Out-of-Home, said: "As a Canadian leader in out-of-home advertising,  Astral Out-of-Home is all about providing advertisers with new and innovative ways that best reach out to people and that convey a powerful message. Developing branding exposure on areas of the airport not previously used was a perfect opportunity for an advertiser."

About HSBC Bank Canada
HSBC Bank Canada, a subsidiary of HSBC Holdings plc, has more than 260 offices, including over 140 bank branches, and is the leading international bank in Canada. With around 7,500 offices in 87 countries and territories and assets of US$2,455 billion at 31 December, 2010, the HSBC Group is one of the world's largest banking and financial services organizations.

About Aéroports de Montréal (ADM)
ADM is the local airport authority responsible for the management, operation and development of Montréal-Trudeau and Montréal-Mirabel international airports since 1992. The corporation employs a total of some 600 people at both airports and at head office.

About Astral Out-of-Home
Astral Out-of-Home, part of the Astral family. Astral Media Inc. (TSX: ACM.A ACM.B), is one of Canada's largest media companies. It operates several of the country's most popular pay and specialty television, radio, out-of-home advertising and digital media properties. Astral plays a central role in community life across the country by offering diverse, rich and vibrant programming that meets the tastes and needs of consumers and advertisers. To learn more about Astral, visit

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at Images are free to accredited members of the media/


For further information:

Media Contacts: 
HSBC Bank Canada   Aéroports de Montréal      Astral Out-of-Home
Fabrice de Dongo Christiane Beaulieu Nathalie Doré
416-868-8282 514-394-7304  514-529-3204



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