POAD, HK Tramways return with tram shelter ad contest

“Hong Kong Tramways has been servicing Hong Kong for over a century and we take pride in being a distinctive tourist attraction. We look forward to inspiring contestants and strengthening their sense of belonging to HK,” said Bruno Charrade, managing director of HKT.

Advertising for this year’s contest includes two TV commercials featuring Hong Kong natives describing what they take pride in. Print advertising features the slogan 'Pride, comes from them' and Hong Kong cyclist Jamie Wong who won a silver medal at the 2010 Asia Games despite fracturing a rib after taking a fall early in the race. Wong will be present at the contest’s award presentation ceremony on 20 June.

This year, the contest is held earlier in May as last year’s August run overlapped with school summer holidays, the potential number of entries was reduced.

“We have also increased the time for entry submission from six weeks to eight weeks following feedback from advertising agencies,” Teresa Fung, managing director of POAD Group told Campaign Asia-Pacific in an email interview. This year, entry submission ends on 6 June.

Last year’s contest received around a hundred entries, this year the organisers target 150 entries across three categories, including creative professional, brand and public. Gold, silver and bronze winners in each category will receive about US$1,300, US$640 and US$260 respectively. The University of Hong Kong will be presenting a special award to an outstanding submission featuring the university’s centenary.

The contest is hosted on POAD’s Facebook Page and website.

POAD is a leading outdoor billboard and signage company in Hong Kong.