Railway service sweetens rides with giveaways

<p>Hong Kong's Mass Transit Railway Corporation (MTRC) has teamed up </p><p>with local supermarket chain Wellcome in a month-long promotional </p><p>campaign. </p><p><BR><BR> </p><p>The aim of the television-led "Ride the MTR 10 times to save at </p><p>Wellcome" campaign is to encourage higher usage of the train service </p><p>during the promotion through the use of incentives such as Wellcome </p><p>discounts and giveaways. </p><p><BR><BR> </p><p>The TVC features a brother and a sister travelling on the MTR to collect </p><p>supermarket coupons for the purchase of their favourite sweets at </p><p>Wellcome. </p><p><BR><BR> </p><p>"It's not true that only housewives go shopping," said Nathan Lin, </p><p>creative director at FCB, which developed the campaign. Lin said the </p><p>creative concept was inspired by a popular Japanese television programme </p><p>which features two children whose shopping expedition turns into an </p><p>adventure. </p><p><BR><BR> </p>

by | 08/31/2001