McCann Erickson and UM Guangzhou scoop Hong Kong MTR (Shenzhen) integrated account

This is the first public transport client for McCann Guangzhou. The agency won the business after a four-way pitch last March involving international 4A agencies from Guangzhou and Hong Kong.

Hong Kong MTR (Shenzhen) will be responsible for constructing the Long Hua Line (also known as Line 4), the second phase of the Shenzhen Metro Project. MTR has secured a 30-year contract for the operation and management of the line starting from 1 July 2010.

At Futiankouan station, passengers will be able to transfer directly to MTR East Rail Line Lok Ma Chau station in Hong Kong.

“Shenzhen has a very fascinating, unique and hybrid-like culture, but one can certain see the cultural influence from Hong Kong,” said Anthony Yeung, MD of McCann Guangzhou. “Our strategy and campaign idea sets out to help the target audience understand Hong Kong MTR’s vision in taking this cultural and lifestyle experience to the next level. We must show its has much more to offer than just convenience, care and quality in transportation service.”

The agencies will join forces to roll out a consumer engagement in two key phases, marking the official commencement of MTR’s management of Line 4 in July 2010 and the official launch of the Long Hua Line in 2011.

The integrated campaign will include brand advertising, interactive communication, in-station décor and design, events, customer service communication and promotions.

Earlier this year, McCann Erickson Guangzhou won the Shenzhen Development Bank and Fiyta watch brand accounts.