Global bank HSBC is offering passengers at Heathrow's Terminal 1 a chance to create their own in-flight magazine,  it is reported.

At a HSBC kiosk in the terminal, travellers can select their articles sourced from global media on topics they're interested in and have them bound into a hardback form they can take on their flight. They can choose from the topics home and abroad, commerce and politics, health and sport, and media and culture. Passengers can also choose from five writers, including celebrity chef Jamie Oliver and former tennisplayer Björn Borg.


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.

The campaign has been developed by 'non-traditional media' agency Cunning, co-founded by Anna Carlos, JC Decaux Airport and Aviator, a specialist division of Kinetic, with planning and buying by MindShare.

HSBC has launched the campaign to promote its HSBC's Premier Card. It hopes that launching this personal,  branded experience to people travveliing to and from the airport, will highlighting the company's global presence. If it is a succes, the bank may offer it as a perk to Premier customers.