Unveiling the new face and new era of MTR advertising

The landscape of MTR^ advertising is undergoing a transformative shift, driven by the dual forces of digitalisation and market dynamics. To embrace digitalisation in the ever-evolving advertising landscape, MTR Corporation has made substantial investments in digitalising their media resources on the East Rail Line and Tuen Ma Line, including several mega digital zones at designated stations and aggressive DigitalAd inventory and network expansion crafting the new face of MTR^ advertising. 

As part of the digitalisation plan, MTR has launched the Digital Pillar Zone at the concourse of East Tsim Sha Tsui station. This innovative transformation offers a 3D and immersive visual experience for maximum impact.

Moreover, these digital pillars equip with sound and scent marketing capabilities (1), further enhancing the multi-sensory engagement with the passengers. East Tsim Sha Tsui station attracts a diversified range of tourists, shoppers, and upscale working population due to its proximity to renowned attractions such as the Avenue of Stars, 5-star hotels, large-scale shopping malls, and Grade A commercial offices.

The Digital Pillar Zone at East Tsim Sha Tsui station presents an ideal opportunity for advertisers to captivate and "wow" the quality audience with their innovative campaigns. 

Simultaneously, a captivating Mega Digital Zone will be introduced at Admiralty station, a prominent commercial district and vital interchange hub connecting inbound mainland travellers from cross-border locations to downtown.

This impressive zone will feature two giant curved digital walls positioned on both sides of the East Rail Line interchange platform, with full-panel extensions reaching up to the ceiling. The Mega Digital Zone provides advertisers with an unrivalled medium that delivers extraordinary visual impact and captivating audience experiences to the quality MTR passengers and tourists alike.

The exciting Trackside Digital Landscape Zone at Hung Hom station is also currently in the production pipeline. This innovative zone will showcase six 110-inch Digital Landscape displays along the track. The launch of this zone will offer advertisers a unique opportunity to engage with the audience in a visually stunning environment with lengthy exposure time. 

With direct access to the Hong Kong Coliseum, Hung Hom station is a prime location for reaching entertainment lovers and avid spenders. Additionally, the platform where the Zone is located serves as a crucial interchange, connecting people between the central business districts in Hong Kong Island and the residential districts in Kowloon and New Territories along the Tuen Ma Line. This extensive connectivity provides advertisers with the opportunity to engage with a diverse and wide audience base.

In addition to the digital zones, MTR^ advertising is undergoing a substantial expansion in its DigitalAd inventory. The Digital Portrait inventory will grow from 33 pairs to 75 pairs, while the Digital Landscape inventory will expand from 16 panels to a remarkable 47 panels.

These digital panels are equipped with dynamic content capabilities, allowing for the display of real-time information such as weather updates, financial indices, and voting results. Such interactive features foster engagement and interaction with potential customers and commuters alike, giving brands unique opportunity to connect with their target audiences in a dynamic and engaging manner. 

In the new era, there’s a notable rise in northbound and southbound travellers and a shift in the Hong Kong population distribution to the New Territories. According to the Immigration Department, over 1.9 million Hongkongers made northbound trips to mainland China during this year's Easter holiday, while over 1.2 million mainland travellers visited Hong Kong during the Chinese New Year Golden Week. Around half of them travelled through the Lok Ma Chau or Lo Wu stations of MTR East Rail Line. 

Statistics (2) revealed that 77% of newly established private properties are located along the MTR^ advertising network, which holds a strong presence in Kowloon and the New Territories. The network offers an extensive reach through its 27 stations on the Tuen Ma Line, 16 stations on the East Rail Line, 68 Light Rail stops, and 21 MTR Bus routes, reaching over 130 shopping malls. The comprehensive reach of MTR^ advertising allows advertisers to effectively reach the middle to high-income groups. 

The population in Tuen Mun, Yuen Long, and Tai Po, where MTR, Light Rail and MTR Bus serve as key modes of transport, consists of a significant number of indigenous inhabitants who are generally high-asset property owners without mortgage burdens and suburban bright lights who are generally mid-level managers and associate professionals with mid-level incomes. This demographic makeup creates lucrative target segments for advertisers seeking to tap into the untapped potential of MTR^ advertising.  

Richard Pétignaud, the managing director of Bravo Media, expressed his enthusiasm about the aggressive MTR^ advertising project and the network digitalisation plan.

He said: "Being the exclusive agent to operate the media resources on Tuen Ma Line, East Rail Line, Light Rail and MTR Bus, we are thrilled to introduce these new initiatives to our clients, as they open new avenues for brands to connect with the sought-after customer segments, and will provide unparalleled opportunities to create impactful and engaging advertising campaigns. We are dedicated to delivering innovative and exceptional OOH solutions, ensuring that advertisers receive the highest quality of service and cutting-edge advertising strategies." 

The new era of MTR^ advertising marks a pivotal moment in the industry, driven by digitalisation and a proactive approach to market changes. Advertisers can now leverage the extensive reach, digital innovations, and expanded inventory to create impactful campaigns that resonate with their target audience. 

1 Scent marketing is subject to technical feasibility study. 
2 Hong Kong Monthly Digest of Statistics (Sep 2023). 
^MTR here refers to East Rail Line, Tuen Ma Line, Light Rail, and MTR Bus. 

This article is done in collaboration with Bravo Media.