MTR's Airport Express campaign shares heartfelt stories with commuters

MTR Corporation has partnered with Mindshare Hong Kong to launch a video campaign and a series of giveaway events, to celebrate the 25th anniversary of the Airport Express (AEL).

As the Airport Express approaches its 25th anniversary, it looks to reflect on serving a remarkable 260 million passengers over the years. The campaign aims to increase market awareness and foster an emotional connection with customers.

To achieve this, MTR Corporation has created a music video (MV) featuring local singer Ivana Wong as a highlight of the anniversary campaign of Airport Express. In the video campaign, Wong shares touching stories from her journeys on Airport Express with memorable moments.

Combining brisk musical movement and lyrics, the music video presents a warm and cozy plot. The song will be played across all MTR stations and are available on MTR’s official YouTube channel. Passengers can also scan the QR codes at Airport Express stations to access the video.

In addition to the video, the brand has planned several customer delight activities, including offering 75,000 free tickets, designing a special themed train, having brand ambassadors share the joy and excitement of the anniversary celebration with passengers, and distributing souvenirs. These activities are designed to create a more engaging and memorable experience for customers and foster a deeper connection with the brand. 

The thematic train featuring MTR ambassador “K T Chai” (機鐵仔) will run until 31 December. Moreover, Chai will also be giving away limited-edition commemorative badges and other souvenirs at Kowloon Station, Tsing Yi Station and Hong Kong Station of Airport Express line on 14 July, 28 July and 11 August.

In addition, AEL will fully resume its pre-Covid schedule, stepping up train service from 10 to15 minute intervals to 10 minute intervals starting from 5 July to support the recovery of aviation and tourism industries. The Corporation will also resume the in-town check-in service by Cathay Pacific Airways at Hong Kong Station on the same day.

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“The Airport Express has been in service for a quarter of a century. With its forward-looking design and leading services, this express service marked a splendid chapter on the local public transport service. The Corporation will continue to keep cities moving with ceaseless service enhancement, providing our passengers with convenient and reliable railway services that connect the world and shape the future,” said Jeny Yeung, Hong Kong transport services director of the MTR Corporation.

MARKETING-INTERACTIVE has reached out to MTR Corporation for more information.

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