MTR plays up international travel nostalgia to draw attention to Tuen Ma line

The opening of the Tuen Ma line has brought more convenience to Hongkongers. To draw more attention to the new stations, MTR has launched a video series in collaboration with OMD to inspire people to explore the hidden gems in the city. 

The series features celebrities Carlos Chan and Inez Leong in three videos with each video highlighting new experiences and activities inspired by international travel in European countries and Japan that riders can enjoy all in Hong Kong via a short ride.

In addition to promoting the new Tuen Ma line across online platforms with videos, OMD also deployed social, radio, and print media to ensure audiences in Hong Kong were aware of the new destination.



“We are pleased to work with MTR on showcasing its continuous commitment to demonstrating how they care for life's journey. Through this informative media campaign, Hong Kong can see how the Tuen Ma Line will surely benefit the local communities, bringing new adventures and positive societal impact in Hong Kong," said Florence Wong, CEO of OMD Hong Kong.

OMD said the campaign has reached over four million population of Hong Kong, boasting more than 31 million video views and 68 million impressions.



Meanwhile, upon the completion of the Tuen Ma line, Hung Hom station will be the interchange station of the East Rail Line and Tuen Ma Line and provide passengers with choices to travel different locations along these railway lines, further enhancing its role as a major hub of the MTR railway network. The new Tuen Ma Line platforms at Hom Hung Station commenced service even before the opening of the full line. To educate the public about these features, OMD partnered with Verizon Media to deploy geographical targeting, also across Facebook and YouTube, to reach out to passengers and inform them about the new interchange arrangements and the enhanced station facilities.

Spanning 56 kilometres and boasting six interchange stations, the Tuen Ma Line is the longest railway line in Hong Kong, bringing the east and west New Territories as well as East Kowloon closer together. 

"The opening of the Tuen Ma Line further enhances the connectivity of Hong Kong and contributes to keeping the city moving. Tuen Ma Line connects Hongkongers while shortening the distance between us all," said Karen Woo, general manager – branding and communications of MTR Corporation.

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