1 Company Overview
Hong Kong, one of the most highest population density cities, public transportation network has been well developed in this city. The only company, The MTR Corporation, operates the train service. The MTR was established in 1975 as the Mass Transit Railway Corporation to built an urban metro system to help meet Hong Kong’s public transport requirements. The Hong Kong Government solely owned the corporation. The company was re-established as the MTR Corporation Limited in June 2000. A few months later, the company is also listed on the stock market in Hong Kong as well. Another government-owned rail operator, the Kowloon-canton Railway Corporation, was merged into the MTR in Dec 2007. Now the company averagely carry 4.9 million passengers every weekday. Respond to the feedback from the public after they increasing the fare in 2012. The company have estimated they will earn 6.7 hundred million profit more from the fare increasing. The company has launched a series of promotion campaign in order to give back the profit they earn from the fare different to the communities.
2.1 Marketing Campaign
‘Ride 10 get 1 free’, promotion campaign launched last year in 2012 from June to December. Travelers can get a single journey ticket for free when they take 10 fare-paying journeys on MTR except Airport express, Light Rail within every Monday to Friday. Then they can redeem their ticket on or before Sunday in the same week at any Customer Service Centres or designated counters at stations and MTR Malls. The offer is only applicable to Octopus card customer. The single journey ticket is validating for one-month only and can be use for any journey except Airport Express, Light Rail or First Class in East Rail Line.
The objectives for the ‘Ride 10 get 1 free’ campaign can be divided to two parts:
2.3.1 To take up the corporate social responsibility:
Instead of only making profit, MTR had announced the total 6.7 hundred...