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A new era for a beloved Hong Kong icon

Rebrand launch instantly adds value to transport network

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.

The launch campaign put a smile on trams and people alike

Value created

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.

Photo of revitalised HK Tramways brand on promotional posters
Passengers were invited to catch a ride, catch a smile
Photo of promotional poster for HK Tramways' revamped brand at a tram stop
Photo of revitalised HK Tramways branded promotional booklets
Photo of revitalised HK Tramways branded promotional badges
Photo of a miniature tram model with HK Tramways' rebrand by Stepworks
Designed for effective merchandising and crossovers, the Tramways brand translates into popular souvenirs

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