Toronto Pearson is taking on a new look as HSBC Bank Canada, the Greater Toronto Airports Authority and Clear Channel Outdoor unveil one of the world’s most extensive airport branding campaigns.

The agreement between the GTAA, Clear Channel Outdoor and HSBC Bank Canada will give the bank branding rights for the exterior and interior surfaces of 86 gates and 91 jet bridges located at both Terminal 1 and 3 at Toronto Pearson.

“We are extremely pleased that HSBC has chosen Toronto Pearson to be a part of this innovative program. The GTAA is committed to increasing non-aeronautical revenues and this initiative will generate significant income for the GTAA,” said Lloyd McCoomb, President and CEO of the GTAA.

Toronto Pearson joins a select list of airports around the world where HSBC has chosen to hold bridge-branding rights, including Heathrow (London), JFK International (New York) and Narita International (Tokyo).

“As Canada’s leading international bank, we are very excited to be able to reach out to the millions of travellers who use this important international transportation gateway,” said Lindsay Gordon, President and CEO, HSBC Bank Canada. “This new airport branding initiative will help us create awareness of what a truly ‘locally relevant’ yet ‘globally capable’ bank can do. At HSBC, we combine our global reach with local knowledge to meet the needs of different customers around the world.”

The President of Clear Channel Outdoor Canada, John Jory, says that in his 25 years of involvement with airport advertising, this was by far the most comprehensive campaign. “The HSBC program at Toronto Pearson is a prime example of advertisers making long-term capital intensive commitments to outdoor media in Canada, comparable with leading outdoor campaigns world-wide. We’re delighted to have this branding opportunity become a reality.”

Planning for this five-year program began in June 2007 and installation will be complete in the summer of 2008.