On a recent flight to my homeland (New Jersey) I discovered that my Jetway experience was sponsored by HSBC. As my plane was taxiing to the gate, I noticed out my window that every Jetway had an HSBC logo on it. I thought this was great; maybe I would have a more immersive Jetway experience. I didn’t.

HSBC didn’t deliver on the promise of a branded Jetway. A few travel-inspired posters joined the bank vaguely to the jetway occupants — travelers — but the connection was pretty tenuous. Seeing the logo on the exterior of the Jetway while readying yourself to make the big push and then rushing past advertising on your way to your connection or meeting, you do not make the link.

I am vaguely familiar with HSBC. I know they are some type of bank. But, to most people they probably think they are Jetway manufacturers. It seems to me like HSBC and Continental both missed an opportunity.

Obviously with fuel prices at an all time high and air travel down, airlines are attempting to squeeze out a penny from every possible source. Airlines can generate a lot of revenue selling off naming and sponsorship. Although HSBC is not sponsoring Continental or my flight, the act of sticking a logo an integral part of the traveler’s experience is a step in that direction.

I can’t wait until my seat is brought to me by La-Z-Boy, my headphones by Sony, and the greasy stuff coming out of the hinge on my tray table by WD40. And that cheery smile as your flight attendant wishes you good day: thanks to Crest!