| |
|
|
17 September 2005
Everybody wins! Great program by MTR Hong Kong
The city train company of Hong Kong (MTR Corporation) has of late launched a loyalty program similar to the airline industry’s frequent flyer programs. Train commuters chalk up points for each train trip that they take, and they get to exchange their points for gifts and cash vouchers.
To make the gifts attractive, MTR has even tied up with the creators of "Heroic Rendezvous", a big Hong Kong cartoon merchandiser, to develop Heroic Rendezvous MTR souvenirs. MTR has also tied up with shopping centers along its train line to give 100HKD shopping center vouchers.
What marketing brilliance!
- MTR breeds loyalty to its services, and will draw some new MTR commuters. At the same time, MTR’s market perception as a good social transportation company is enhanced. The move also shifts market concentration on the topic of fares to the topic of value.
- Heroic Rendezvous gets a bigger marketing push. As if they are not already big, imagine now having your cartoons thrust into the millions of train commuters everyday. They are destined to achieve multi-platinum status in Hong Kong.
- Shopping Centres along the train lines get traffic. A commuter may go shopping with her newly exchanged 100HKD shopping voucher (free), but will probably end up spending much more than that.
And the commuters themselves certainly win as well. Imagine now I get some free gifts though I need to use the train daily anyway. So a great win-win-win-win initiative.
Creative merchandising with promotional gifts and joint partnerships can yield great results with some thought.
Source : http://www.mtr.com.hk/eng/.../rules_main_e.htm
Ian Choo, 17 September 2005
|
September 2005
|
|
|
