Shenzhen Metro calls creative pitch for its Longhua Line anniversary

Currently McCann-Erickson Guangming Guangzhou is the creative agency for the Shenzhen Metro Longhua Line, which has been operated and run by Hong Kong MTR Corporation for its first year. The client has shortlisted several agencies, including Y&R and McCann Guangzhou.

“Hong Kong MTR has a very well-established image in the world, hence they want to bring the young and urban image from Hong Kong MTR to Shenzhen Metro's Longhua Line," one agency source said, "Hopefully the experiences learned from the MTR will set a benchmark for the rest of the Shenzhen Metro lines.”

Longhua Line serves two main groups of travellers: Hong Kong business travellers commuting from the factory districts to Lo Wu, and fun-seekers travelling into the town centre for entertainment and dining.

McCann Beijing is also responsible for the creative work for Beijing Metro Line 4, which is also operated and run by Hong Kong MTR Corporation.

Reported this week, Y&R Guangzhou has won the creative business for the Guangzhou Metro network. The agency says the US$300,000 win comes after a six-month competitive pitch, which also featured Newsun, GDAD, Saatchi & Saatchi, and McCann Guangzhou.