In an unprecedented and innovative agreement, Wall Street Journal was persuaded weekly to release details of their Friday/Sat/Sun EAT editorial prior publication. Tailor made HSBC advertisements, featuring unique culinary examples were created. Countries depicted in adverts were synergistic with countries in the editorial. The media and message were therefore integrated as one. The campaign featured 28 countries including some of the world’s best restaurants which the affluent audience has the financial success to frequent.

No premium paid for the editorial synergy. Research proved 58% readers agreed HSBC respects and understands local cultures, 30% agreed the EAT features enhanced the advertising and 24% agreed they better understood the HSBC campaign because of the editorial synergy. HSBC debuted on Interbrand’s latest global list at 37, with a brand value of US$7.8 Billion. EAT was considered influential in creating this vast increase in HSBC’s brand value.