HSBC Private Bank Channel Islands knows that a great way to connect with affluent clientele and raise its profile is through selective sponsorship of the arts in Guernsey. And a year on from its sponsorship of an artist-in-residence programme, the bank is looking to extend its involvement.

The bank recently celebrated the launch of Gormley on Guernsey, a book by photographer Phil Sayer, which records the installation of Antony Gormley’s work, "Lot". 

In 2008, the bank unveiled its partnership with the International Artist in Residence Programme, undertaken in partnership with the Guernsey College of Further Education.  For over ten years, the IAIRP, as part of the Guernsey College of Further Education, has brought artists from all over the world to the island. Since HSBC Private Bank’s involvement, the programme has aimed to broaden its scope, positioning artists and their work in the heart of the community with public lectures, workshops and exhibitions. 

HSBC Private Bank Channel Islands is looking to increase its sponsorship deal for another two years, taking it into 2011, Steve Eldridge, marketing and communications manager at HSBC Private Bank’s Channel Islands division, told WealthBriefing last week.

“We were looking for an art and design partnership that was unique and would appeal to the kind of audience that would be attuned to the private banking business. As well as raising our profile within the Channel Islands, our support of the International Artist in Residence Programme is part of the HSBC Group dedication to playing an active role in the local communities in which we operate.  We are especially proud that our support has helped develop Guernsey College of Further Education’s offering to the extent that since 2008 the art and design student intake has grown by 400 per cent.” he said.

Mr Gormley, the sculptor probably best known as the creator of the "Angel of the North" statue in the northeast of England, has been one of the most prominent artists to take part in the programme.  On 19 April 2008, Mr Gormley was joined by a technical team to install "Lot" at Guernsey’s ancient harbour fortress, Castle Cornet, which saw the cast iron statues, taken from Mr Gormley’s "Insiders" series, positioned along the Castle ramparts.

The bank, along with peers such as Coutts and Credit Suisse, has been involved in sponsoring the arts as a way to raise awareness about the business. Although Mr Eldridge declined to say how much money HSBC Private Bank is spending on the Artist in Residence Programme, he said this formed part of HSBC Private Bank’s marketing investment across the year.

Earlier this year, it was reported that HSBC Private Bank was embarking on a $10 million rebranding exercise.