MTR Advertising Media Kit 2011 - JCDecaux Group

1 3 Mar 2011 Edition1

Table of Content• JCDecaux in Hong Kong - Top Out-of-Home Media Company• MTR Advertising - Leading the way in outdoor advertisingMedia ComparisonUnique Strengths of MTR AdvertisingPositive Voices from Passengers and AdvertisersAdvertising formatsSpecial ExecutionsValue–Added Service• AppendixJCDecaux Group – No.1 Worldwide Outdoor ExpertsMTR in Hong Kong - The Most Popular Public Transportation22

JCDecaux In Hong KongTop Out of Home Media Company33

Top Out of Home Media Company in Hong KongJCDecaux Ranked Top OOH Media Company of The Year*A recent survey commissioned byMarketing magazine, has rankedJCDecauxthe No. 1 out-of-homemedia companythat Hong Kong’s top marketers andagency professionals would mostlike to use.*Source: Marketing magazine (Asia’s leading source of advertising, marketing and media intelligence) October 2010 issue44

MTR AdvertisingLeading the Way in Outdoor Advertising55

MTR AdvertisingMaximizes Advertising Effectivenesswith Unique Strengths66

Unique Strengths of MTR AdvertisingCaptiveEnvironmentCreative&FlexibleQualityPassengerProfileTargetedAudienceReachQualityDisplay77

Captive Environment• Prolonged viewing time• Close viewing distance88

Creative & Flexible• A wide range of diversified advertising formats• Strong visual impact and High quality presentation99

Targeted Audience Reach - Mass Coverage• Reach 3,352,000 unique MTR passengers on a weekly basis10 *Sources:Nielsen Media Index (Jan - Dec 2010)10

Targeted Audience Reach - Strategic Location• Cover 52 MTR Stations• Reach various core spending areas with diversified targetaudience1111

Quality Passenger Profile12Reach 3,352,000 unique MTR passengers on a weekly basisSource:Nielsen Media Index (Jan - Dec 2010)12

Quality Display• Display quality is unaffected by weather condition.1313

Advertising FormatsA Variety of formats provideunlimited creative flexibility1414

PosterAdsThere are a range of poster formats and networks to cater for differentadvertising objectives and scale.1. Trackside 12-sheet (Network / Panel)2. Concourse12-sheet (Network / Panel)3. 4-sheet (Network / Bank / Panel)4. Escalator Crown (Network / Bank)5. 6-sheet Bank6. Solus (Panel)PosterAds network provides high reach and frequency with systemwidecoverageIndividual panel /bank /site allows strategic location highlight15Reach 3,352,000 unique MTR passengers on a weekly basisSource:Nielsen Media Index (Jan - Dec 2010)15

PosterAds – Product RangeTrackside 12-sheet Concourse 12-sheet 4-sheetEscalator Crown6-Sheet BankSolus Panel1616

PosterAdsTrackside 12-sheetCaptive – located on the track facing the waiting passengersNetwork coverage provides guaranteed exposure1717

Concourse 12-sheetHigh Visibility – located at prominent locationsDominance Network provides great visual impact1818

Escalator CrownDominance with Bank (consecutive panels) can capture full attention ofpassengersHigh creative flexibility – easy adaptation of special executions suchas 3D pop up and die-cut stickers2020

6-sheet BankAllow extra creativity together with sticker wrap aroundStrategic stations located in the core spending areas across town2121

Solus PanelAt head on locations facing the passengersA wide range of sizes available2222

FeatureAdsFeatureAds can create high impact and high ad awareness.1. Poster On Wall (Concourse / Platform)2. Solus Wall (Concourse)3. Random Sticker (Concourse / Platform)4. Floor Vision (Concourse / Platform)5. Pillar (Concourse / Platform)6. Balustrade (Concourse)7. Handrail (Concourse)8. Showcase (Concourse)9. Bunting (Concourse / Platform)10. Trackside Billboard (Platform)11. Platform Screen Door (Platform)Concourse formats offer high visibility and opportunities for large anddominant creative works.Platform formats guarantee a prolonged viewing time.23Reach 3,352,000 unique MTR passengers on a weekly basisSource:Nielsen Media Index (Jan - Dec 2010)23

FeatureAds – Product RangePoster on Wall Solus Wall Random StickerFloor VisionPillarsBalustradeBalustrade with HandrailShowcaseStation BuntingsTrackside BillboardPlatform Screen Door2424

FeatureAdsPoster on WallCan easily dominate a zone to maximize visual impactHigh creative flexibility – allow enhancement with audio, projectionand lighting effect.2525

Solus WallAt head on locations facing passengers walking down escalators / staircaseHigh creative flexibility – allow enhancement with audio, projectionand 3D pop up2626

Random StickerFeature the advertisement in any shapeNetwork coverage provides guaranteed exposure2727

Floor VisionDomination with other formats provide guaranteed exposure.2828

PillarsHigh visibility - Large and dominant features not to be missed in stationsDomination of Pillars on a platform or in a concourse creates great impactand awareness2929

BalustradeAttention-grabbingBalustrade on escalators leading to station exits close to point of sales3030

Balustrade with HandrailCreative use of Handrail with Balustrade generates maximumawarenessBalustrade on escalators leading to station exits close to point of sales3131

ShowcaseAllow product display in a creative way3232

Station BuntingsHigh creative flexibility – allow display of a series of images in a zoneDominance creates great impact3333

Trackside BillboardAttention-grabbing with its huge sizeLocated at high traffic stations -provide guaranteed exposure3434

Platform Screen DoorCan impress passengers with good use of the movable screen doorTogether with the Trackside 12-sheet it offers unparallel creativity3535

Train FormatsTrain formats provide a long viewing time and close viewingproximity in a captive environment.1. Full Train Body2. In-train Campaign3. Sticker Next to Saloon Window4. Wrap Around Saloon Window5. Sticker on In-train Glass Plane6. Train Door Sticker7. Train Door Window8. Broadview Banner9. In-train Card10. InfoPanel36Reach 3,352,000 unique MTR passengers on a weekly basisSource:Nielsen Media Index (Jan - Dec 2010)36

Train Formats – Product RangeFull Train Body In-train Campaign Stickers Next to Saloon WindowWrap Around SaloonWindowStickers on In-trainGlass PanesTrain Door StickersTrain Door WindowBroadview Banner In-train Cards InfoPanel3737

Train FormatsFull Train BodyCreate great impact and is memorableParticular ideal for Branding and Product Launch3838

In-train CampaignGreat creative opportunity with a combination of different intrainformatsAllows variations in different train carts3939

Stickers Next to Saloon WindowAllow display of different messages in pairsGood for product elaboration4040

Wrap Around Saloon WindowMaximize visual impactHigh creative flexibility4141

Stickers on In-train Glass PanesHigh creative flexibilityCreative with die-cut sticker can draw extra attention4242

Train Door StickersTrain door exterior can generate awareness while train door interiorcan reinforce the ad message4343

Train Door WindowA cost effective formatWith long viewing time and close viewing proximity4444

Broadview BannerNetwork coverage provides mass reachHigh visibility - situated above the seats4545

In-train CardsProvides targeted reach of passengers along Tung Chung Line4646

Info PanelExtensive network with 3,392 unitsWith live feed infotainment, can capture full attention of the engagedpassengers4747

Other FormatsMTR advertising offers out-of-the-box platform for your outstandingcreative works.1. Innovative Panel - New2. Multimedia Panel - New3. TV Ring Zone Domination4. Power Zone5. Central Luxury Zone6. Elevator Wrap Around7. Station Exterior Wrap Around8. Station Exterior Billboard9. iCentre10. Exhibition Site / Display Site48Reach 3,352,000 unique MTR passengers on a weekly basisSource:Nielsen Media Index (Jan - Dec 2010)48

Other Formats – Product RangeInnovative Panel – NewMultimedia Panel - NewTV Ring Zone DominationPower ZoneCentral Luxury ZoneElevator Wrap AroundStation ExteriorWrap AroundStation Exterior BillboardiCentreExhibition Site/ Display Site4949

Innovative Panel - New• Achieve unique interaction between the audience and products at the tailormadecommunication zone.5050

Multimedia Panel - New• Audience engagement with dynamic interactivity• Multiple video showcase5151

Other FormatsTV Ring Zone DominationImpressive domination with a variety of concourse formatsestablishes vivid brand imageEngage the audience with Motion Event and video broadcast5252

Power ZoneA powerful domination with a variety of platform formats offershighest impactProvide a targeted reach at selected high traffic station5353

Central Luxury ZonePrestigious location close to shopping mallDomination with Floor Vision, Concourse 12-sheet, Pillars and Poster On Wall inthe zone gives a grand presentation5454

Elevator Wrap AroundGreat visual impactCatch attention from pedestrians on street level5555

Station Exterior Wrap AroundExceptionally eye-catching to the pedestrians on street level5656

Station Exterior BillboardAttention grabbing at station entrancesDomination with other formats provide targeted reach of both MTRpassengers and pedestrians on the street level at selected location5757

iCentreHot key available to drive web trafficShowcases available for product display5858

Exhibition Site / Display SiteAllow 3D display at prime locationsGreat opportunity for face-to-face communication with customers5959

~ The End of Presentation ~Thank you!6060