Introduction
When we talk about the tram in Hong Kong, what will you think of? Slowness? Redundancy? Hot and sweat? In fact, tram is a beautiful vehicle crawling on our Island. It slows down the pace of our busy and messy city lives. It passes from the east to the west which traverses the heart of the Hong Kong Island. This environmental friendly and harmless vehicle serves Hong Kong since 1904, with a commitment of providing passengers with a high quality of service. The Corporation continuously enhances its tram service and also the facilities to suit people’s needs. It is a living history of Hong Kong for over 100 years, and it is also a symbol of beauty which witnesses different generation changes of this fascinating city. Nowadays many traditional things are weeded, and tramway is a rare survivor. So it is a treasure for Hong Kong to preserved tram. It is just like a family member to the Hong Kong people. Whenever you hear a “Ding Ding” sound, immediately the image of trams will come up in your minds.
Indeed, along the tram tracks, there are many interesting sightseeing spots that even Hong Kong people have already forgotten. All these sightseeing spots are legends that should be reserved and treasured. We have the responsibilities to keep them alive and keep them for the next generation. We should upkeep its image to the ever changing cosmopolitan life of Hong Kong.
Though buses and railways are now very popular types of transportations in Hong Kong, tram has its own value. Tram is the only transportation that offers you a relaxed sightseeing ride experience, it upholds the status of Hong Kong Tramways as a traditional icon of Hong Kong which buses and railways can never be replaced. So we decided to promote this historic image of trams to our lovely tourists.
Theme of the Campaign
To achieve this, a package tram tour would be launched in the campaign. The passengers need to purchase a one-day pass in the tram termini in order to get the unlimitedly access to the trams’ services within a day. The price of this one-day pass will range not more than $50. By doing this, the passengers could enjoy the day in the Hong Kong Island with financial benefits.
Passengers with the one-day pass can get on or off freely at totally 123 tram stops from Shau Kei Wan to Kennedy Town, not only for accessing regular trams, but also the special tourist trams. 24 special tourists’ trams would be prepared to run along the 6 tram routes. This special tram service would run from 9am to 9pm everyday. On these special tourists’ trams, audio guide is provided for each seat, equipped with 6 different languages, namely, Cantonese, Mandarin, English, Japanese, French and Spanish. Different tourism spots, including famous buildings, places with historical background and the latest news of the scenery would be introduced to the passengers during their journey.
Objective
Statistics of Different Transportations in Hong Kong
From the above figures, you can see that the number of passengers that taking trams per day is comparatively low. It is because the target group of passengers of the tramways is mainly local people who live or work on the Island, while buses and railways are mass transports that running through Hong Kong. Due to this limitation, we would like to increase its total number of passengers by conducting the campaign and thus enhancing the revenue for the year.
The target of this campaign is to increase the total number of passengers per day by 30% with aiding of advertisements. Also, we would like to boost the reputation of the Hong Kong Tramways. The ultimate goal of the campaign is to build up a modern image of the tramways while maintaining its tradition.
Message
We would like to give a message “riding on Hong Kong Tramways, to experience the real Hong Kong.” to the public. And we would like to promote the idea of observing Hong Kong by trams as a unique experience. We would like the passengers to experience the fast pace of Hong Kong life with a “slow vision”. The contradiction makes the passengers feel Hong Kong in a different way. Passengers can see Hong Kong slowly with the audio guide provided thus they could understand the history of Hong Kong Island much better.
The Publics
This package tour is mainly focus on tourists. Among the tourists, we would like to emphasize on tourists from Mainland China and South Asia. Hong Kong is a place which the traditional legends are reserved properly, so we would like to promote Hong Kong as a spot of Asian Culture. We would like to inspire Asian to explore their own traditional culture on their own.
Channels
Our main target group of potential customers is tourists from both local and foreign countries. In order to get their attentions to our special package tram tour, we decided to focus our promotions on the media channels which have their readers or audiences worldwide. We are going to make advertisements through newspapers, magazines (especially traveling magazines), televisions and radios. Also, we will cooperate with different corporations and government departments to offer discounts, produce special programs on trams and launch some special stamps for purchasing.
Schedule
1. Press Conference
A press conference will be organized in Hong Kong Convention and Exhibition Center, inviting mass media from all over the world. During the press conference, the whole new package tram tour will be launched and information will be given. The press will be informed the date of the grand opening of the tram tour, together with all the related activities that are going to be held. This will be the first promotion activity of the whole campaign. This act is aimed at gaining publicity.
2. Special Edition Stamps
We would cooperate with the Hong Kong Post to launch a series of stamps which are specially designed by a local painter, Ah Chung, to promote this campaign and also promote the tram image. The design of the stamps will be based on some tourist spots with trams in different generations. This is aimed at recalling the long history of tram service and its close connection with different tourist spots. Also, we would like to attract people to buy the stamps as a kind of souvenir to their friends and relatives. The stamps will be launched in different values: $1.4, $2.4 and $3.0. All these values cover the postage rates for posting to both local and other parts of the world.
3. Advertisements
We will make advertisements in Hong Kong through different media channels, such as TV ads, newspaper and magazine ads, and radio ads. For all these 3 channels of advertisements, a famous local star, Dodo Cheng, would be invited as our image spokeswoman. Dodo Cheng has a very strong and positive image among the general public, and she has a good reputation of being on time, which is also a principle of Hong Kong Tramways Limited. Besides, she is a very experienced actress which can totally represent the long history of the trams. Moreover, it is also well known that the products promoted by Dodo Cheng have always great success. For the television and radio advertisements, we plan to broadcast them during the morning and evening sections when most people are enjoying their leisure time on televisions and radios. For the newspaper and magazine advertisements, we are going to put them on the main news section and the leisure section.
4. Special Television Program
Besides the television advertisements, we will produce a 60 minutes television program which will be focused on the history of the tramways and the package tram tour. As Hong Kong Tramways is already a member in the Quality Tourism Service Scheme, this program will be produced together with the government. Besides, our special package tram tour also aims at promoting different sightseeing points on the Island along the tramways. So by publishing this program, the public could discover more traveling spots in Hong Kong. This is actually a win-win situation to both the public and the company. In the program, local famous stars like Jackie Chan, Andy Lau, Joey Yung…. etc will be invited as a guest of honor. We will invite them to get on the trams and share their experiences of having tram rides. Famous stars in China, Taiwan and South Asia would also be invited to come to Hong Kong and have a trial tour under this campaign. The program will be broadcasted in both local and South Asia television channels, mainly through the Chinese channels of different places, so all these famous artists can help with the promotion and more noises could be made among the public. The information of other activities of this campaign would also be introduced at the end of the program.
5. Radio program
This radio program will be broadcasted on RTHK, which is the official radio channel of Hong Kong Government. The theme of this radio show is “Hong Kong Tramways, passing from the old Hong Kong to the modern.” This will be a two-month program which will be broadcasted once a week during Saturday nights. The content of the program will be focusing on the history of the tramways and what are the continue changes that the corporation has made to fit in different generations. This program is aimed at educating the public about history of the tramways and thus attracting them to travel by tram on their own.
6. Tram Advertising
In terms of promotion and advertising, the Hong Kong Tramways Corporation has also its own advertising scheme. During the promotion period, 30 trams out of the total 161 trams would be selected to paint entirely about the special tram tour. Also, 25 among the 123 tram stops will be decorated with a “whole tram stop advertisement” on the campaign. By advertising on the trams and tram stops, promotion purpose could be achieved with low cost.
7. Brochures and Leaflets
We will print brochures and leaflets about the details of the tram tour. All the brochure and leaflets can be collected at Hong Kong Visitor Information and Service Center, every tram stops, and our sponsor restaurants and hotels.
8. Sponsorships and Special Offers
We will offer people who have purchased our one-day pass with special offers, such as having a 50% off in buffet dinner of several hotels and restaurants. Just by showing the one-day pass within a week after purchasing, people can enjoy all these offers.
Schedule
Promoting Items
Estimated Periods for Introducing them
Press Conference
Late February, 2007
Special Edition Stamps Launching
March to June, 2007
Advertisements (TV, Radio, Newspapers)
Starting from March, 2007
Television Program Broadcasting
By the end of April, 2007
Two-month Radio Program Broadcasting
April to June, 2007
Advertisements on Trams and Trams Stops
Starting from March, 2007
Brochures and Leaflets Launching
Starting from March, 2007
Grand Opening of the Tram Tour
24th June, 2007
Financial Budgets
Promoting Items Budgets
Press Conference
$100,000
Special Edition Stamps Launching
$50,000
Advertisements (TV, Radio, Newspapers)
$500,000
Television Program Broadcasting
$80,000
Two-month Radio Program Broadcasting
$50,000
Advertisements on Trams and Trams Stops
$30,000
Brochures and Leaflets Launching
$150,000
Grand Opening of the Tram Tour
$30,000
Evaluation
Through this campaign, the image and the reputation of Hong Kong Tramways Limited is expected to be enhanced. The number of passengers would also be expected to increase by 20-30%. Moreover, it is hoped that the audience rate of the television program and radio program in the campaign would be high. We hope that by doing all these activities, the tramways will attract more publicity and gain more attention from the public.
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