Position HSBC and S&P Global Ratings (“S&P”) as market leaders in providing unique insights into ongoing trends in Asia’s bond markets.
Provide global fixed income investors and corporations with research-based content, to aid more informed decision making for investment strategies in the Asian Bond Markets
Create the Asian Bond Investor Survey, conducting bi-annual research on a variety of topics related to Asia’s bond markets.
East & Partners Asia, in partnership with FinanceAsia, conducted interviews with 170+ chief investment officers and heads of fixed income globally. The survey questionnaire, updated every 6 months, was designed to identify and analyze the shifting sentiment of fixed income investors towards Asia’s bond markets.
HSBC and S&P executives provided their insights into the results. The research-based content was then published bi-annually in a printed white paper and digitally on a dedicated micro-site where investment professionals could follow the latest trends from the ongoing research.
The micro-site was promoted with a comprehensive marketing campaign via Haymarket websites and social media platforms
The initiative was launched at an exclusive (invitation-only) lunch event hosted at the HSBC building in Hong Kong, where guests were able to listen to a panel of experts discussing the survey findings
The bi-annual research gave HSBC and S&P the opportunity to engage regularly with their priority audiences and to provide unique, proprietary insight into Asia’s bond markets. The content, made available via the micro-site, print white paper and launch event, positioned HSBC and S&P as thought leaders, and the Asian Bond Investor Survey is now in its 9th edition.