22 September 2004
New Station, New Advertising Opportunities
 
The Kowloon-Canton Railway Corporation (KCRC) and TDI, the Corporation’s advertising agent, today (Wednesday) held a joint briefing for potential advertisers to build awareness of the KCRC’s new advertising initiatives within its soon to be opened East Tsim Sha Tsui Station and on board KCRC trains.
The ‘New Station, New Advertising Opportunities’ briefing attracted nearly 100 representatives of local advertisers and advertising / media agencies.
The KCR’s newest Tsim Sha Tsui Extension will open soon, bringing passengers to the heart of Kowloon; its East Tsim Sha Tsui Station will be one of the busiest stations on the KCR network, with its subway system linking up various commercial and tourist spots in the Tsim Sha Tsui area. A flexible range of advertising spaces in the station will offer new channels and provide advertisers with unmatched opportunities for promoting their products to their target audiences.
"We anticipate that a lot of office workers and shoppers will use the East Tsim Sha Tsui Station, particularly those Frequent Individual Travellers with high spending power. The East Tsim Sha Tsui Station therefore has a very high commercial potential. KCRC aims to fully explore this potential by introducing new and innovative sales and promotion strategies as a trial," said Mr Daniel Lam, Director, Property.
At the briefing both the KCRC and TDI introduced attractive new advertising and promotion ideas covering special advertising concepts. These include the wall sticker, backdrop creative, wrap-around pillar, barrier-gate sticker and glass barriers inside train stations.
Mr Lam believes that advertising with the KCRC will provide advertisers with the best opportunities for reaching domestic and cross-boundary passengers. "We hope to introduce new advertising concepts in the East Tsim Sha Tsui Station, so that advertisers will have an immediate impacting sales volume, while passengers will also have readily available channels to acquire the latest product information or shopping convenience," Mr Lam said.
At present, over 40,000 advertising spaces are available at KCR East Rail and West Rail stations and Light Rail stops, as well as on board the trains and KCR buses themselves. Spaces include those for light boxes, escalator crown banks, spectacular and ultravision posters, showcases, directory signs, in-train tube cards and so on. With the opening of the Tsim Sha Tsui Extension and Ma On Shan Rail later this year, a further 1,000 advertising spaces will be added to the list, all providing unrivalled opportunities for advertisers to promote their brand and product images.
 
Nearly 100 representatives from local advertisers and agencies attended KCRC’s "New Station, New Advertising Opportunities" briefing.