Standard Chartered offers free tram rides to cheer HongKongers on

Standard Chartered Hong Kong is offering free tram rides on 5 November to bring positivity to the city. This is followed by the bank’s “Shine with Hong Kong” campaign that aims to commemorate the 25th anniversary of Standard Chartered Hong Kong Marathon, and to celebrate the perseverance and optimism of Hongkongers. Special-edition trams designed by the bank will appear on that day, according to its official Instagram.

“This campaign embodies our brand promise to be “Here for Good” and illustrates how Standard Chartered has been devoted to Hong Kong through its ups and downs. We are here to support the community and stand with the people of Hong Kong to shine together for a brighter future.” said Gabriel Kwan, head of corporate affairs and brand and marketing, Standard Chartered Hong Kong. 

MARKETING-INTERACTIVE has reached out to Standard Chartered Bank for further information.

It is the first time for Standard Chartered Hong Kong to offer free tram ride campaign. It is followed by a series of activities held by the bank aiming to cheer up Hongkongers including “free lunch day” and “free popcorn day”, according to its official website.

Back in August this year, Emma Sheller, Standard Chartered's global head of corporate affairs, brand and marketing (CABM), consumer, private and business banking as well as global head of brand strategy, has left the bank after close to six years to relocate to the UK. Standard Chartered's spokesperson told MARKETING-INTERACTIVE that global brand is now led by global head of corporate affairs Sarah Hagan (pictured centre), while the consumer, private and business banking portfolio is led by Suresh Balaji (pictured right). Balaji recently joined as global head, CABM, consumer, private and business banking.

Free ride campaigns on Tramways are being used as a marketing strategy for brands to engage with their target audience. Most recently, Chinese medicine company Beijing Tong Ren Tang offered free tram rides on World Stroke Day to raise awareness about stroke. This was touted by the company as the first stroke-themed tram free-ride tour in the city. 

In April. Hong Kong Tramways collaborated with the fan club of Hong Kong idol Keung To to launch “Free Ride Day” to serve as a gift to Keung, whose birthday falls on the same day. Fashion brand ESPRIT also offered free tram rides in August to promote its return to the Hong Kong home base. 

Tramways carries up to 200,000 passengers daily. In June, it attempted to tackle revenue decline by increasing its fare on trams by 15.4%. Its revenue is mainly comprised of passenger fare and non-fare box revenue from advertising. Passenger fares accounted for some 50% of Hong Kong Tramways’ total revenue in recent years.

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