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Excellence Award

“East Rail Line Cross Harbour Extension Opening Campaign”
MTR Corporation

The East Rail Line (EAL) Cross-Harbour Extension Service Commencement marked a momentous occasion for MTR. With the
public and various groups of the community, MTR developed a comprehensive and integrated marketing strategy to engage and
celebrate this major milestone of railway development. By employing a down-to-earth and novel communication approach, MTR
has successfully raised public anticipation and igniting both rail fans and the general population’s excitement in celebrating the
opening of the new railway extension together.

The city-wide excitement successfully elevated MTR’s corporate image, brand reputation, customer satisfaction, brand loyalty and
patronage performance. Moreover, this revolutionary mode of transport offers the passengers an unprecedented connection and
convenience for travelling to different corners of the city.
The campaign has provided a strong foundation for MTR to continue delighting its customers and bringing positivity and energy
to the passengers. It has also contributed to a new legacy in cultural preservation, fostering a sense of pride and heritage within
the community.

Comments from the Judges:
The innovative and customer-centric campaign has generated significant exposure and awareness of the East Rail Line Extension’s
opening, enhancing the brand’s reputation through improved connectivity and mobility, sparking excitement among Hong
Kongers during the COVID-19 pandemic, and boosting patronage.

Exceptional marketing strategies were a cornerstone of this campaign, particularly the smart and cost-effective engagement with
fans on social media platforms. The campaign successfully transitioned from delivering cold, factual information to presenting
fun and relatable content, showing MTR’s meticulous attention to detail. Notably, the campaign’s recreation of a popular meme
led to significant increases in engagement, strengthening its connection with the public. The simple and direct communication
approach resonated effectively with the mass market, harnessing the enthusiasm of dedicated fans for organic, free marketing, a
strategy that yielded substantial returns.

The campaign’s excellent financial performance underscored its impact. By reducing commuters’ travel times and increasing
the number of passengers crossing the harbour, the campaign generated substantial indirect community value. The campaign
marked a pivotal shift towards a more down-to-earth and passenger-friendly branding approach, reinforcing MTR’s leadership in
connectivity and community engagement.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Uth Creative Group Limited
2. Hardchi Creative Limited
3. GAIA Communications

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

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