MTR's campaign highlights unique travelling vibe aboard the Airport Express

MTR Corporation's Airport Express (AEL) has launched a new integrated campaign to strengthen its brand image as an airport railway system renowned for safety, convenience and reliability. 

Also known as "Airport Express summer travel promotion", the campaign brings to life the uniquely Hong Kong experience: “Travelling vibe starts with a journey on the Airport Express”. It aims to reinforce MTR Airport Express as the premier transport option across different segments of outbound travellers.

Running until 31 August, the campaign is done in collaboration with creative agency Narrow Door and media agency Mindshare. It centres on a key insight for holidaymakers of all ages: the excitement of travel lies not only in the final destination, but also in the journey and companionship on the way. The campaign targets the elderly segment, families with children, and group travellers.

The campaign kicked off with three videos featuring different traveller groups aboard the Airport Express, highlighting how an AEL ride marks the beginning of every adventure and evokes an exciting “travelling vibe”.

Each video draws on familiar anecdotes and humour to engage Hong Kong travellers and promote ongoing offers. In the first video, a quartet of young friends banter about travel deals, with a “free rider” joking that she contributes “emotional support”. In the second video, a couple encourages their children to be independent while embracing new travel experiences as a family. The third video features three grandmothers sharing laughs aboard the train, using a play on words to highlight Hong Kong aunties’ thrift culture.

A spokesperson from MTR Corporation told MARKETING-INTERACTIVE that the campaign is promoted through a combination of traditional, out-of-home (OOH), and digital media to maximise reach and engagement. This includes platforms include Facebook, Instagram, Threads, YouTube, and Xiaohongshu, along with digital display ads, search engine marketing, MTR network station promotions, and influencer marketing.

Beyond the campaign, AEL has launched seasonal fare offers aligned with the three demographic groups featured in the videos, comprising group ticket discounts, free travel for children, and half-price senior tickets. These also form part of ongoing service enhancements, including 50% discount on taxi transfers, free MTR interchanges, and Park & Fly facilities. The campaign has positioned these seasonal fare offers not merely as cost savings, but as facilitators of travel experiences that strengthen family bonds and enrich friendships across generations.

In terms of measuring return on investment (ROI) for the campaign, the spokesperson said that it involves tracking key performance indicators (KPIs) such as market share, patronage, revenue, and brand awareness to evaluate effectiveness and financial impact.

Annie Leung, general manager-marketing and customer experience of MTR, said, “Many Hong Kong people’s overseas holidays start with a ride on the Airport Express, so it’s no surprise that AEL has strong associations with happy memories. With this campaign, we aim to present our seasonal ticket offers by tapping into those memories and amplifying them for our target audience.”

Terry Tsang, director of Narrow Door, said, “Even though this is a fare promotion brief, we are not going to let price become the only message. Instead, we want to anchor the campaign in things that have deeper meanings - shared experiences, memories and, ultimately, human connection.”

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