My brother works for the enormous, uber-international bank HSBC, so when I learned about a recent stunt of theirs from Trendwatching I got excited: HSBC’s in-flight magazine puts customers in charge.
Passengers can choose from five writers, including celebrity chef Jamie Oliver and tennis legend Björn Borg.
It will also feature four key sectors – home and abroad, commerce and politics, health and sport, and media and culture – with content sourced from countries such as Mexico, Malaysia, and China.
The magazine is then bound into a hardback cover for the passengers to take on their flight in an “exclusive” HBSC enclosure. The scheme is open to all passengers using the terminal.
Trendwatching reports that over 2,000 people created magazines and 7,000 visited the magazine stand during its two-week trial run.
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