JCDecaux SA (Euronext Paris: DEC), the number one outdoor advertising company worldwide, announced today that JCDecaux Pearl & Dean, a 100% subsidiary of JCDecaux (hereinafter called “JCDecaux Transport”) has won the renewal of its exclusive advertising contracts with MTR Corporation for the operation and management of outdoor advertising across seven MTR lines** and the Airport Express. These renewed contracts are effective since January 2018 for up to 6 years.
JCDecaux Transport, the number one out-of-home media company in Hong Kong*** and 3 consecutive years award winner of the “Market Leadership Award” from the Institute of Marketing, has held the MTR advertising contract for over 35 years. These seven lines reach 85% of the Hong Kong population of over 7 million in a month**** and dominate transport advertising in Hong Kong. This win not only maintains JCDecaux Transport’s portfolio in Hong Kong, but also its market leader position in metro advertising in China. MTR advertising in Hong Kong is widely recognised as the world’s leading metro advertising medium in terms of innovation, professionalism and service quality.
For the new contract, JCDecaux Transport plans to introduce together with MTR Corporation new advertising formats and progressively implement a digital transformation strategy. This includes deployment of additional digital displays, an automated media planning system and contextually-relevant ad contents to maximize impact and create engagement with passengers, which will reinforce MTR advertising as a leader in metro advertising around the world.
Jeny Yeung, commercial director, MTR Corporation, said: “We are pleased to extend our commercial partnership with JCDecaux Transport. This partnership reflects our confidence in the company’s expertise and ability to drive further innovation through our advertising business. With the continued commitment of JCDecaux Transport, we look forward to our next succeeding cooperation, collaborating to enhance the passenger experience and strengthen MTR advertising by employing more digitalized and innovative technologies.”
Jean-Charles Decaux, chairman of the executive board and Co-CEO of JCDecaux, said: “JCDecaux is honored to be chosen again as the exclusive advertising operator of MTR’s urban network and the Airport Express. The contract illustrates our longstanding dedication and commitment to MTR Corporation and we are committed to further harnessing the digital opportunity and using increasingly available technology to enable advertisers to make intelligent, audience insight-driven out-of-home ad buys across the network, which will surely take the passenger experience to the next level."
* Mass Transit Railway ** means the Lines: Tsuen Wan, Island, South Island, Kwun Tong, Tung Chung, Tseung Kwan O and Disneyland Resort. *** JCDecaux Transport holds the largest market share among Outdoor media in Hong Kong according to admanGo. **** source: Nielsen Media Index (Jan-Dec 2015).
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