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Excellence Award

“ART IN MTR: HEALING AND INSPIRING JOURNEYS IN COVID”
MTR Corporation

For millions of individuals in Hong Kong, the MTR serves as an important component of their daily routines, providing highly
efficient transportation across the city. However, MTR aspires to go beyond mere functionality, aiming to transform public
perceptions by reimagining its extensive network as avenues to infuse joy and inspiration into the lives of Hong Kong people.

With countless daily interactions, the MTR has a unique potential to embody the spirit of Hong Kong. Its stations and trains act as
the vibrant core of the city’s dynamic spaces, not only facilitating travel but also resonating with individuals on a profound level,
creating emotional connections and igniting sparks of creativity.

As society gradually returned to normalcy after COVID, MTR embarked on a mission to reconnect with the public. Embracing the
significance of art, culture, and the preservation of the city’s rich heritage, MTR launched the Art in MTR: Healing and Inspiring
Journeys in COVID Recovery initiative.

Leveraging on its extensive network and collaborating with artists and art institutions, MTR harnessed the transformative power
of art by turning trains, platforms, and even entire stations into vibrant showcases of creativity. This initiative not only attracted
passengers and enhanced their journeys but also created commercial possibilities, fostering fresh opportunities for engagement
within the network and forging connections that resonate deeply with people’s inner spirit.

Comments from the Judges:
The campaign brilliantly transforms everyday commutes into an inspiring journey, making art a visible and accessible part of life
in Hong Kong. By integrating artistic displays throughout its network, MTR has turned public transport into a cultural showcase,
fostering a deeper connection among passengers and revitalizing the commuting experience.

This campaign not only emphasizes artistic expression but also highlights the preservation of local heritage, inviting commuters to
engage with their cultural roots. Collaborations with renowned artists have resulted in captivating exhibits that provoke thought
and spark imagination. The campaign also incorporates interactive elements, encouraging passengers to immerse themselves in
the art and experience it firsthand. Additionally, MTR effectively leverages its extensive network to ensure that every trip becomes
an opportunity for discovery and enjoyment.

Overall, this remarkable effort redefines the role of public transport in Hong Kong, positioning MTR as a champion of cultural
pride and a vital part of the city’s identity. It sets a powerful example of how creativity and heritage can enrich daily life and foster
community connections.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Above The Line

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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