Branding heritage

Business objectivesElevate customer experience, Increase sales, New offering
HK Tramways
Product & packaging
Strategy Campaign

Building a new venture on a strong legacy

HK Tramways commissioned Stepworks to provide brand advice and execution for its new tourist attraction, the TramOramic Tour. The tour takes visitors on an amazing one-hour journey around the city in a 1920s-style heritage tram.

The trip introduces passengers to places of interest. They hear tales of the city, its history and iconic tramway via a narrated soundtrack in several languages.

Stepworks joined the project at a critical point and was able to fulfil the vision of the team that conceived it. From the design of the tram car to the feel of the souvenir Golden Tickets, Stepworks infused the brand with authentic elements from the past.


Value created

Leveraged brand assets – Hong Kong’s tram tours consistently rank among HK’s top must-see attractions in travel media. The tram tours have delighted international audiences and enhanced perceptions of the entire tram service.

New income streams – The Hong Kong Tramways management team are pleased with the ticket sales to date. The tour is also a valuable channel for branded Tramways merchandise.


The Stepworks team helped to design the TramOramic tram

Photo of Tramoramic Tour logo for HK Tramways designed by Stepworks

The service logo reflects both heritage and premium positioning

Photo of a Hong Kong miniature tram model

The design offered merchandising opportunities

Branding Campaign

A successful maiden voyage for new visitor attraction

First Stepworks advised on and developed key aspects of the TramOramic Tour and brand. Next we worked with the Tramways team to develop a successful launch campaign for the service.

The TramOramic Tour was first unveiled to local dignitaries, media and key tram social influencers at a branded event. Campaign elements included special golden ticket souvenirs, digital, outdoor and trade media print advertising.

Working closely together, the Tramways and Stepworks team achieved a strong identity across all service components.

Value created

Widespread media coverage – The launch of the new service attracted strong support from tourism and transport officials, and received widespread coverage in traditional local media channels, and global trade channels.

High social media ranking – The TramOramic Tour won a TripAdvisor Certificate of Excellence and is ranked highly among Hong Kong tours with a 4.5 star rating.

The coveted Golden Ticket is a valuable memento of the experience and makes passengers happy
“Fantastic! Just love it... My family enjoy every moment on the tram. And we do appreciate the Golden Ticket given.”

LiuMK, Kuala Lumpur, Malaysia
TripAdvisor review

Promotional photo for the Tramoramic Tour showing old and new Hong Kong
Photo of concept postcards for Tramoramic Tour designed by Stepworks
Souvenir postcards and posters depict the tram in a setting with modern and historic photography

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