HSBC partners with Urban List for content partnership

By AdNews | 15 June 2023

HSBC has teamed up with lifestyle publisher Urban List to launch a campaign that will help internationalists uncover all that is amazing about life in Australia and abroad. 

The Expat Guide’ is a comprehensive content partnership and has been created to help expats embrace change while helping them feel right at home—showcasing HSBC’s offerings and services at the heart of the campaign to help them nail their transition.

In a first for Urban List, ‘The Expat Guide’ will be a dedicated vertical which will provide a wealth of content designed to set internationalists up for success in Australia, covering everything from how to combat loneliness to how to enter the rental market and best beaches to discover. 

The launch of ‘The Expat Guide’ is part of HSBC’s efforts to position itself as the number one bank for expats living in Australia or headed abroad. 

HSBC head of marketing, Tanya Smith, said it's thrilled to partner with Urban List and hopes to help internationalists feel at home in Australia or abroad.

"This partnership showcases HSBC’s commitment to providing the best financial solutions and services to support expats throughout their journey," said Smith.

"We are excited to be a part of this innovative campaign and look forward to helping more people settle in Australia or Overseas.”

Daniel Harris, commercial director at Urban List, said it's excited to partner with HSBC to provide its readers with the best advice and insights to help them thrive in their new homes.

"We believe this partnership will be an excellent resource for expats in Australia and beyond," said Harris.

"One of the most exciting aspects of ‘The Expat Guide’ is that it hasn’t been done before. By addressing both the lifestyle and logistics of moving overseas, it promises to be a valuable resource for expats looking to get the most out of their new home."

Liz Wigmore, managing director at media agency Foundation, said internationalists want to feel connected to their new home.

"We needed to bring HSBC and expats together in a way that felt personal and meaningful – because moving countries is both of those things," she said.

"Partnering with Urban List gives expats a way to feel connected to Australia." 

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