HSBC Bank had been facing numerous challenges in getting its U.S. business to take off. Considered primarily a global bank, consumers were unaware that HSBC was in operation in the U.S. However, the bank was merely undergoing a transformation after years or realignment, focusing its efforts on wealth management services for U.S. HNW/UHNW clients with international ties. As part of the efforts to reintroduce itself and enhance its reputation, HSBC tagged Peppercomm to support with media outreach for three key events: the opening of an innovative wealth center and U.S. headquarters in New York City, and a brand-new office in Buffalo.