The launch of HK Tramways’ new brand was managed for maximum impact. The preparations for DD Day (Ding Ding Day) brought the entire Tramways team together to give Hong Kong a big surprise.
Overnight, a smile appeared on the company’s 163 trams. The new brand was unveiled at a media event and publicised via owned media. The launch generated considerable earned media. All signage was changed within two weeks.
Enhanced positioning – Tram bodies are an effective advertising medium valued by luxury global brands. The new brand helps position the trams as a premium channel.
Positive publicity – The launch of the rejuvenated brand stimulated significant favourable comment from media and public.