MPI will manage more than 16,000 ad spaces including light boxes,
posters, television, banners, billboard and exhibition opportunities
under the two-year contract. MPI's win came just days after JCDecaux
Pearl & Dean, the railway company's urban line representative, hired DDB
as its strategic consultant to look into ways of increasing the appeal
of advertising on the underground as the economy weakens.
MTR marketing manager Jeny Yeung said that the company achieved a
double-digit growth in adspend on the Airport Express route last year
but advertising revenue from its four urban lines had fallen from 2000
levels. She said the rate card would not be adjusted, but the MTR would
"launch new products and media formats to open up new advertising
revenue streams".
