The deal is part of an effort by the bank to raise its profile as the business bank of choice for small to medium-sized enterprises and reinforce the Telegraph Group's position as a way of reaching the business market.
HSBC will sponsor five full-colour special reports in the Your Business section of The Daily Telegraph on Mondays. Starting in September, the promotion will run into November.
Each report will be themed and will incorporate features and advice from HSBC and independent experts relevant to small businesses. Themes include the current economic climate and effects on business.
The second part of the deal will see HSBC sponsor a new fortnightly business page in The Sunday Telegraph called Business Sense. Running for five weeks, the page will offer news, views and advice for small businesses.
All the activity is being heavily pre-promoted with 6,000 posters in Telegraph Group newsagents across the UK.
In addition, there will be in-paper promotional support, as well as a pre- and post-research campaign to monitor awareness of the activity among Telegraph readers. The research will also measure shifts in awareness of HSBC as a business bank as a result of the campaign.
The six-figure promotion was negotiated by David Liversage at Drum PHD and Amanda Rendle at HSBC, with Nick Russell, strategic planner at Telegraph Group.
For HSBC, the promotion with Telegraph Group titles ties in with other marketing initiatives to build on the bank's reputation as the bank for SMEs. This includes above-the-line and display press campaign activity, and direct mail and in-branch promotion.
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