POAD edged out incumbent Cody, while MPI succeeded in retaining its portion of the business following a tender conducted in July.
The operators will each manage about 19 billboards on the Hong Kong and Kowloon sides of the tunnel under a contract with the Hong Kong Tunnel and Highways Management Company. The contracts are effective September 1.
An estimated 120,000 cars pass through the 30-year old tunnel linking Hong Kong and Kowloon each day, making it one of the busiest sites in the city. According to the pair, FMCG, banking, credit card, auto and telecommunications and movies categories have traditionally been among the biggest advertisers at the tunnel's sites. POAD's sales director, Joanna Chow, projected sales revenue at HK$30 million annually. Despite a softening of Hong Kong's advertising spend, Chow said the tunnel enjoyed one of the strongest occupancy levels among the city's outdoor sites.
MPI general manager, Bruce Yu, added: "We are usually close to being sold out at the Cross Harbour Tunnel, with the exception of two or three sites."
Outdoor operators are currently awaiting results of another tender conducted by the Kowloon Canton Railway, which are expected at the end of this month.
In a separate development, MPI's business development general manager, Robert Chan, has left after five years with the company.
Yu, who joined MPI as business director in November 2001 after the operator won the Airport Express contract, has taken over management of the Hong Kong office.
