MTR: How branding generated sales, even in a recession

MTR, the local subway, is Hong Kong’s most used mode of public transport that is closely tied to the country’s fortunes. MTR set themselves a primary objective of sustaining passenger boardings and upholding brand equity, despite the recession. Rather than the use of gimmicky promotions or incentives, communications were instead aimed at addressing customer loyalty at its deepest level – brand bonding. Various television adverts told the everyday stories of people on the MTR, highlighting the emotional value of the MTR in Hong Kongers’ lives, under the line ‘MTR: Caring for Life’s Journeys’. The campaign generated £9.4m incremental revenue, and paid back £4.83 for every £1 spent.