MTR Corporation has won two awards in the 2024 Railway Technology Excellence Awards in the Business Expansion and Marketing categories for their strategic expansion and innovative marketing. 

The Railway Technology Excellence Awards celebrate the greatest achievements and innovations in the railway industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry. 

MTR earned the Business Expansion award for its significant extension of Beijing’s metro network, enhancing urban connectivity and sustainable travel options. The Marketing award was bestowed upon the company for its emotionally resonant 45th-anniversary campaign that celebrated the shared history and connections within the Hong Kong community. 

Strategic expansion in urban rail: MTR’s sustainable growth 

MTR Corporation’s strategic expansion in Beijing represents a significant step in its commitment to sustainable urban transportation. The full-line opening of Line 16, a north-south backbone of Beijing’s metro network, extends its total length to 48.9km. This line serves as a crucial link for commuters in key development areas, facilitating the integrated urban development within the city and offering a more convenient and low-carbon travel experience. 

The two-station remaining section of Line 16, along with the new Suzhou Jie Station, connects the first three phases, enhancing the line’s reach. The 24.9km Phase II Northern Section of Line 17, with its 10 stations, further augments the metro network in northern Beijing. It connects the Beijing Future Science and Technology City with several large residential areas and commercial districts, offering residents along the line more travel options. 

With the new sections on Lines 16 and 17 operational, Beijing MTR’s network now exceeds 190km, showcasing MTR’s ability to execute large-scale expansions effectively. This strategic growth, underpinned by MTR’s extensive railway expertise and collaborative efforts, is a key reason for the company’s recognition in Business Expansion. 

Marketing excellence: MTR’s campaign connects with community 

The 45th-anniversary campaign by MTR Corporation was a strategic marketing initiative that successfully captured the hearts of Hong Kong residents. The campaign’s emotional appeal was anchored by a thematic TV commercial featuring local singer Hins Cheung, whose connection to the city and its people aligned perfectly with the campaign’s message of ‘celebrate togetherness.’ The commercial intertwined iconic movie scenes with MTR journeys, showcasing the everyday connections that form the fabric of community life in Hong Kong. 

In addition to the TV commercial, MTR Corporation launched a 45th-anniversary-themed train that paid homage to the company’s history. The train’s design, featuring the old MTR logo and vintage interior elements like the “bubble handrails,” was a nod to the original MTR carriages. This creative approach not only enhanced the nostalgic ambiance but also served as a moving exhibition of MTR’s evolution over the past 45 years. 

The campaign extended to various activities aimed at revisiting MTR’s contributions to Hong Kong’s development. Exhibitions like ‘Station Rail Voyage’ and ‘Railscape Reminiscence’ allowed the public to explore the history and growth of the metro service. These initiatives, coupled with celebratory activities such as ‘Green T Baby Fun Day’ and ‘MTR Volunteering Month,’ demonstrated MTR’s role in community development and its commitment to giving back to society. The comprehensive and innovative marketing campaign, which resonated deeply with the public, was instrumental in MTR Corporation receiving the award for excellence in Marketing. 

Company Profile

MTR is dedicated to keeping cities connected and moving forward. As a recognized world-class operator of sustainable rail transport services, MTR excels in safety, reliability, customer service, and efficiency. With over 40 years of experience, the company offers comprehensive expertise in railway projects, encompassing design, planning, construction, commissioning, maintenance, and operations. 

Beyond rail delivery, MTR actively creates and manages vibrant communities around its network, ensuring seamless integration of rail services with commercial and property development. Employing more than 40,000 dedicated staff, MTR facilitates over 13 million passenger journeys each weekday across regions including Hong Kong, the United Kingdom, Sweden, Australia, and Mainland China. Committed to innovation, MTR continues to “Go Smart and Go Beyond” in enhancing urban mobility. 

Contact Details 

Telford Plaza,  

33 Wai Yip Street,  

Kowloon Bay, Kowloon 

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