JCDecaux creates digital division for Hong Kong transit
JCDecaux Pearl & Dean -- a wholly-owned subsidiary of JCDecaux -- has signed an exclusive five-year extension of its contract with the MTR Corporation in Hong Kong for the operation and management of outdoor advertising across the six MTR lines in the urban area and the Airport Express.
MTR, or Mass Transit Railway, is the highly efficient and much-used underground railway system that runs in all of Kowloon, much of Hong Kong Island and part of the New Territories.
The contract has been divided into two parts, one covering MTR Main Products and the other dedicated to MTR Plasma TV Networks, which will be handled by a newly-created Digital Division. The plasma networks have already been trialled on the airport branch of the MTR.
$440m advertising revenue is expected over the five-year contract.
JCDecaux Pearl & Dean has held the MTR advertising contract since the metro system started operating in 1977. The lines carry 2.5m passengers per day, and dominate the outdoor-advertising market in Hong Kong.
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