Just over a month after the Island Line extension cut the ribbon, MTR has unveiled a TV commercial to display the unique characteristics of the Western District.
From culture, lifestyle, landmarks to facilities, the 59-second spot adopts what the company calls “romantic ambience” to reveal the hidden gems of the Western District in a social media framework.
“Many people in Hong Kong still strongly associate Western District with dried seafood but we would like to introduce Hong Kongers to a new, more dynamic perspective of the area with its exciting mix of modernity and tradition,” said Jeny Yeung, commercial director of MTR Corporation.
“As we are targeting to attract more young passengers to visit the district, this TVC is actually social media-driven to tap into their digital savvy.”
The campaign runs in stages, Yeung said. The first phase launched aside the opening of the extended stations by announcing the line is officially opened; then more visual elements were shown inside MTR when the campaign developed into the second phase to demonstrate the close connection between Western district and the central areas.
The TVC is the first wave with a mission to showcase the Western District more in-depth. “We wish to let people feel the diversity of Western District via the ad.”
Derek Wong, co-partners of Twohundred Limited, added: “In the TVC, we use an outsider’s eye to discover the beauty of Saiwan, one of the oldest district in Hong Kong. Hope it will gives more reasons for people to pay a visit at this corner.”
Agency: Twohundred Limited
Creative Director: Christine Pong, Derek Wong, O’Poon
Copywriter: Derek Wong, Iker Lin
Art Director: O’Poon, Bon Fung
Account Service: Eric Leung
Director: Lik Ho
Music: Hap Chek