The M&C Saatchi-created campaign combines the universal language of signs with headlines, such as 'No red light', 'Direct to city', 'Smart travellers only' and 'Short cut to city' to convey the message that the Express is the quickest mode of transport between the city and the airport. The execution is anchored on the tag line, 'Fly the Airport Express'.
M&C general manager, Janice Chan, said the ads were strategically located at Chek Lap Kok in order to create the biggest impact.
"As soon as travellers enter the airport, they will see the ads. The MTR has bought a lot of media space in the airport - not just in the arrival hall, but also in the baggage reclaim area, even on the baggage carousel itself, Chan said.
