100615 HSBC FB leveraging launch release FINAL

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					                   16 June 2010


                          HSBC LAUNCHES INTERNATIONAL CELEBRATION OF
                                            BRAZIL
                    President and CEO of HSBC Bank Brasil S.A - Banco Múltiplo launches HSBC’s
                     international Cultural Exchange programme celebrating the vibrancy of Brazil

                       Download HSBC’s Time Out Guide to Brazilian culture around the world from
                                          www.hsbc.com/culturalexchange


                   HSBC today launched Festival Brazil, an international programme of business and
                   culturally focused activity celebrating the nation that is predicted to be the world’s
                   fifth largest economy by 2025. Festival Brazil is the largest ever project in HSBC’s
                   global Cultural Exchange programme, which recognises the understanding of
                   different cultures as an essential part of building international business relationships.

                   The centrepiece is Southbank Centre’s Festival Brazil in London - a three-month
                   festival of the best in Brazilian music, performance, literature and visual arts – created
                   in partnership with HSBC. Other programme highlights, across more than ten
                   markets including the UK, USA, South Africa, United Arab Emirates and China, are
                   more than 15 Brazil-focused business events, a bespoke Time Out Guide to Brazilian
                   culture around the world and the launch of a business intelligence report,
                   commissioned from the Economist Intelligence Unit, on Brazil’s economic future.

                   Speaking at London’s Southbank Centre, Conrado Engel, President and CEO of
                   HSBC Bank Brasil S.A. - Banco Múltiplo, said: “As the world’s local bank we
                   understand the Brazilian way of working and attitude to life. As one of the country’s
                   biggest banks, HSBC Bank Brasil continues to expand its operations – from growing
                   our teams in Rio and São Paulo to seconding talent to other markets, such as Asia, to
                   tap into Brazilian trade there.

                   “Brazil’s economic strength and extraordinary cultural diversity make it an exciting
                   country on which to focus in 2010, especially as it becomes the subject of intense
                   interest before the 2014 World Cup and the 2016 Olympic Games in Rio de Janeiro.”

                   The programme

                   Festival Brazil at London’s Southbank Centre
                   Festival Brazil is a major summer festival across the Royal Festival Hall, Queen
                   Elizabeth Hall, Hayward Gallery and on the riverfront, celebrating the dynamic
                   culture of today’s Brazil, from 19 June to 5 September, presented by Southbank
                   Centre and sponsored by HSBC.




                                                                      Registered Office and Group Head Office:
This news release is issued by                                        8 Canada Square, London E14 5HQ, United Kingdom
                                                                      Web: www.hsbc.com
HSBC Holdings plc                                                     Incorporated in England with limited liability. Registered number 617987
HSBC Launches International Celebration Of Brazil/2


International business events
HSBC is hosting a series of nine international business events, titled ‘Doing business
in Brazil’, in association with the FT Global Conferences & Events, in London, São
Paulo, Shanghai, Hong Kong, Abu Dhabi, Riyadh, New York, Paris and
Johannesburg. Focused on how companies can capitalise on the burgeoning growth of
Brazil in a sustainable and socially responsible way, the evenings will feature keynote
speakers, including Stephen Green, Group Chairman, HSBC Holdings plc and Lionel
Barber, Editor, Financial Times.

HSBC will also host morning seminars in Aberdeen and London in September 2010,
for businesses looking to enter the Brazilian market. These will be hosted by HSBC’s
Chief Economist in Brazil, Andre Loes.

Time Out Guide to Brazilian culture around the world
500 ways to experience Brazil around the world is a 192 page guide to experiencing
Brazilian culture wherever you are in the world, produced in association with Time
Out Guides. The first ever Time Out Guide to focus on one country’s cultural impact
around the world, it includes a collection of 500 venues, artworks, festivals, films and
books, providing a sampling of Brazil’s growing global cultural reach. The guide will
be distributed to HSBC clients and event guests internationally, and is available for
download at www.hsbc.com/culturalexchange.

Future of Brazil research report with the Economist Intelligence Unit (EIU)
HSBC will publish a specially commissioned EIU research report, focusing on global
insights into the future of Brazil, at the end of July 2010. Revealing the global
business community’s thoughts on expected trends in international investment and
trade with and in Brazil, it will cover three areas: Talent and Education, Innovation
and Brazil Goes Global. Ensuring a truly international perspective, the report will also
reveal the results of a survey of more than 500 senior executives from Latin America,
Asia-Pacific, North America, Western Europe, Middle East and Africa, and Eastern
Europe.

Series of Brazilian cultural evenings
HSBC will host four nights of Brazilian culture with Fernando Meirelles, eminent
Brazilian film director (City of God, 2002; The Constant Gardener, 2004); Gilberto
Gil, Grammy award-winning singer, guitarist, songwriter; and former Brazilian
Minister of Culture; Sir Ghillean Prance, Amazon conservationist and former Director
of Kew Gardens; as well as an evening of Bossa Nova in Belgrave Square. These
events will be held at Canning House, the London home of the Hispanic and Luso
Brazilian Council, which is dedicated to stimulating understanding and engagement
between Britain and the Hispanic and Portuguese speaking world.

HSBC Living Cultures Seminar
The HSBC Living Cultures Seminar will examine the fascinating interplay of
indigenous, African and European influences on Brazilian art and culture, to inform
the development of a new museum in Brazil ahead of the 2016 Olympic Games in Rio
de Janeiro. Participants will include Prof. Jack Lohman, Director, Museum of London
and Magaly Cabral, Director of Museu da República, Rio de Janeiro, hosted at the
Museum of London.
HSBC Launches International Celebration Of Brazil/3


International advertising campaign
A Cultural Exchange advertising campaign, highlighting business insights into
Brazilian culture, will run across the UK and internationally from 14 June 2010.

For further information, please contact:
Emily Hewitt emily.hewitt@fourcommunications.com / +44(0)870 626 9914
Rachel Myall rachel.myall@fourcommunications.com / +44 (0)870 626 9029

                                                ends/more
Notes to editors:

1. HSBC’s 2010 celebrations of Brazil:

     Time Out Guide to global Brazilian culture: ‘500 ways to experience Brazil around the
     world’
     • Guide available for download from www.hsbc.com/culturalexchange

     Future of Brazil research report with the Economist Intelligence Unit
     • Available for download from www.hsbc.com/culturalexchange from the end of July 2010

     Advertising campaign
     • From 14 June 2010 until September 2010, the campaign will run across selected markets in
        print, outdoors and within the Time Out Guide
     • The campaign illustrates business insights into the economic importance of the Rio Carnival:
         o The Rio Carnival has a worldwide TV audience of half a billion people. (That’s bigger
             than the 2010 Super Bowl.)
         o Painting the revered samba queens at carnival can pay $500 per hour. (That’s ten times
             the hourly pay of a NASA Astronaut.)

2. Southbank Centre’s Festival Brazil programme
Celebrating the contemporary arts and culture of Brazil, Festival Brazil is Southbank Centre’s major
summer festival, from June to September 2010. It features some of the country’s most renowned artists,
through an exciting and diverse programme encompassing visual arts, music, dance and literature, and
including free performances and activities:

Ernesto Neto: The Edges of the World: 19 June – 5 September 2010
Ernesto Neto is one of the most influential artists working today. For his exhibition he has transformed the upper
spaces at the Hayward Gallery with a series of immersive installations and new sculptures.
The New Décor: 19 June – 5 September 2010
The New Décor is an innovative exhibition which brings together 30 artists from around the world, including Ernesto
Neto, who explore interior design as a means of engaging with changes in contemporary culture.
Explore Brazil: 19 June – 5 September 2010
A series of learning and participation events across the site for families and schools.
Brazilian Words at the London Literature Festival 2010: 1 – 18 July 2010
The London Literature Festival includes a significant Brazilian strand featuring talks by the footballer Sócrates, poet
Arnaldo Antunes and writer Milton Hatoum.
Debates: 21, 23, 24 July 2010
In addition to the London Literature Festival programme, there are three debates providing the opportunity to hear
leading artists, policy makers, thinkers and writers talk about the creative solutions to issues facing Brazil today.
Contemporary Music Strand: 17 July - 21 July 2010
High profile concerts in the Royal Festival Hall including Gilberto Gil, Os Mutantes and Maria Bethânia.
Brazil! Brazil! 11 June – 18 July 2010
A family show combining capoeira with acrobatics, samba and a breathless display of football magic.
HSBC Launches International Celebration Of Brazil/4


Festival Brazil Weekends: Every weekend from 17 July to the end of August 2010
Southbank Centre is celebrating the energetic outdoor culture of Brazil, with capoeira, mass samba and quadrille
social dancing, carnival costume making, a celebration of Brazilian cuisine, and much more.
Film: From 3 to 5 September 2010, Southbank Centre is showing screenings of Brazilian documentary films in
Spirit Level, Royal Festival Hall. Throughout August 2010, BFI Southbank is presenting a survey of recent South
American cinema, to coincide with Festival Brazil.
Eat, drink, shop at Festival Brazil: June to September 2010
Festival Brazil transforms the site, with the restaurants and shops celebrating the cuisine and produce of Brazil.

3. About HSBC’s Cultural Exchange Programme
As the world’s local bank HSBC aims to encourage and promote the understanding of different cultures
across the world through its global Cultural Exchange programme. As an international financial
services provider, HSBC works with its clients across 88 countries worldwide, encouraging the
exchange of ideas across different cultures to generate and strengthen international business
relationships. Since its launch in 2008 HSBC’s Cultural Exchange programme has embraced culture in
its widest sense in more than 25 countries; from fine art to cuisine, from language and literature to
dance, street arts and all forms of music. www.hsbc.com/culturalexchange

4. About HSBC Holdings plc
HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group
serves customers worldwide from around 8,000 offices in 88 countries and territories in Europe, the
Asia-Pacific region, the Americas, the Middle East and Africa. With assets of US$2,364 billion at 31
December 2009, HSBC is one of the world’s largest banking and financial services organisations.
HSBC is marketed worldwide as ‘the world’s local bank’.

				
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