MTR - How branding generated sales, even in a recession
Principal Author: Terence Ling – Ogilvy & Mather Advertising Hong Kong
Contributing Author: Clarissa Tam – Ogilvy & Mather Advertising Hong Kong
MTR, the local subway, is Hong Kong's most used mode of public transport and is closely tied to the country's fortunes. If the economy of Hong Kong slows down, passenger journeys fall and therefore revenue. MTR set themselves the objective of sustaining passenger boardings and upholding brand equity, despite the recession. Rather than the use of gimmicky, short-term promotions or incentives, communications were instead aimed at...