Hong Kong Airport Express trains has chosen Bloomberg to be the exclusive provider of media content, sources confirmed to Marketing.
The screens on the trains used to show a mixture of curated videos from The Wall Street Journal, Bloomberg, and other news providers, but it will replace content with digital video content from Bloomberg starting from September. The content is curated by its digital team based in Hong Kong.
Hong Kong Airport Express currently has a daily average ridership of 44,100, connecting to Hong Kong International Airport, which handled 410,000 flights and 70.5 million passengers in 2016.
This content deal would extend the media company's presence beyond its multi-platform offerings on TV, web, mobile, tablet, radio and OTT to mass transit in the city.
"We're proud to be showcasing our best digital video content on one of the busiest airport transits in Asia," said Parry Ravindranathan, managing director – international, Bloomberg Media, told Marketing in response to this story. "Hong Kong continues to be a key travel hub for our audience - including Bloomberg terminal clients - and we'll be drawing from a broad range of international content that appeals to both leisure and business travellers."
The daily content provided by Bloomberg will be subtitled and come from a number of its media verticals, including Bloomberg Technology, Bloomberg Pursuits and Bloomberg Gadfly. Bloomberg has more than 21.8m monthly video users worldwide and 52% of that monthly traffic comes from mobile and tablet users.