JCDecaux SE announced that JCDecaux Pearl & Dean has won the renewal of its exclusive advertising contracts with MTR Corporation for the operation and management of advertising across a total of eight MTR lines including Airport Express, as well as the non-exclusive rights to sell and promote MTR Mobile advertising. The renewed contracts are effective from 1 January 2024 to 31 December 2028 with the option for MTR to extend up to a total of 10 years. JCDecaux Transport, the number 1 OOH company in Hong Kong, has been named the No.1 Out-of-Home (OOH) media company in Hong Kong for 11 consecutive years by Marketing Magazine and has also won the "Market Leadership Award" from the Hong Kong Institute of Marketing for 4 consecutive years.

MTR advertising in Hong Kong is widely recognized as the world's leading metro advertising medium in terms of innovation, technology, data-driven approach, professionalism and service quality. JCDecaux Transport has held the MTR advertising agency contract for over 40 years and the eight lines which include the main urban lines and Airport Express constitute the largest market share in transport advertising in Hong Kong. By winning this tender, JCDecaux Transport not only maintains its portfolio in Hong Kong, but also its market leader position in metro advertising in Greater China.

Over the past few years, MTR Corporation and JCDecaux Transport have successfully implemented a 4D digital transformation strategy (Digitalisation, Data, Distribution and Dynamic Content) together. Building on this achievement, JCDecaux Transport will continue to embrace the changes and opportunities in the unique MTR advertising ecosystem to deliver innovative Out-of-Home (ooH), Digital Out-of-Home (DOOH), omni-channel, engagement and platform technologies. These endeavors create visual emotions with proposed new products, new shop windows for the brands and bring forth fresh new ideas for brand showcases.

The aim is not only to provide experiences for MTR passengers throughout their journey, but also to reinforce MTR advertising as a leader in the metro sector around the world. JCDecaux Transport will continues to push and accelerate the MTR 4D strategy, pDOOH, data and impressions sales and to move deeper into the programmatic sales and internet ecosystems. Advertisers can now include DOOH in their omni-channel campaigns, seamlessly connecting touch points to the brands and integrating data into this complex internet /mobile and real-world MTR advertising ecosystem. This delivers a more unified brand experience, driving engagement and influencing consumer behaviour and makes clients' access to MTR media ever more automated, flexible and speedy.

JCDecaux transport will also continue to be a strong partner with MTR on ESG. ESG is an integral part of the JCDecaux 2030 strategy, continuing to improve health & safety at the heart of Operations, reducing carbon footprint, using green electricity, introducing green advertising products and recycling assets throughout their life span. The synergy between MTR advertising and JCDecaux Transport continues to thrive through seamless integration of digital advertising into the MTR advertising ecosystem, innovation and the prioritisation and implementation of strong ESG initiatives.