JCDecaux Transport and MTR Corporation Collaborate to Host the MTR* and Airport Express Advertising Media Sales Summit "NOW to NEXT - Beyond Limits: Shaping the Future of OOH Innovation"

Injecting Excellence, Creativity, and Digital Interaction to Redefine Outdoor Advertising and Lead the Industry Forward

HONG KONG, Jan. 30, 2026 /PRNewswire/ -- "MTR* and Airport Express advertising Media Sales Summit – NOW to NEXT: Beyond Limits: Shaping the Future of OOH Innovation," jointly organized by JCDecaux Transport, the exclusive operator of MTR* and Airport Express advertising, and MTR Corporation, successfully took place on December 1, 2025 at W Hotel in Kowloon. The summit gathered industry elites, advertising clients, agencies, and technology partners to explore the future of out-of-home advertising, with a particular focus on programmatic digital out-of-home (pDOOH) and innovations in technology.

MTR* and Airport Express advertising: Prominent OOH Innovation media platform in Hong Kong

As the Hong Kong's busiest transportation network, MTR* and Airport Express advertising serves as a vital outdoor media channel, effectively reaching target audiences through extensive network media coverage and high reach & frequency. This platform enhances brand impact via superior advertising solutions and innovative interactive campaigns. The Media Sales Summit showcased how MTR* and Airport Express advertising lead industry trends, introducing several new outdoor advertising products and solutions, including pDOOH and green advertising initiatives, to enhance media effectiveness and sustainability.

Under the theme "NOW to NEXT: Beyond Limits," the summit featured a series of compelling presentations, panel discussions, and keynote speeches that delved into how to integrate innovative technology with data-driven strategies to redefine the framework of outdoor advertising, creating a future that is more efficient and interactive.

Innovating and Data-Driven Future OOH advertising

In her opening remarks, Ms. Shirley Chan, Managing Director of JCDecaux Transport, Hong Kong and Macau, highlighted that the summit comprehensively showcased the latest accomplishments of the MTR* and Airport Express advertising platforms in media development and evolution, reflecting our ongoing commitment to innovative and creative outdoor advertising solutions. She acknowledged that MTR* and Airport Express advertising has become Hong Kong's leading outdoor media platform, continually innovating on a technological level and acting as a vital bridge for brands to connect more deeply with their audiences.

Mr. Andy Lau, General Manager - Commercial of MTR Corporation, emphasized that MTR* and Airport Express advertising is undergoing a comprehensive enhancement through innovative technologies and audience data. He pointed out that the combination of programmatic technology and precise audience targeting allows advertisers to achieve more efficient and rewarding media placements across different stations and time slots, thereby enhancing outdoor media advertising value.

Evolving the Outdoor Advertising Ecosystem: From Digitization to Data-Driven Strategies

In a keynote speech titled "Beyond Limits: Shaping the Future of OOH Innovation," Mr. Stephen Wong, Executive Chairman of JCDecaux Greater China, provided an in-depth analysis of the next-generation advertising ecosystem and its core values, sharing practical experiences in digital advertising and consumer data strategies. He discussed how the integration of creativity and innovation can enhance advertising effectiveness, foster interactions with passengers, and help brands maximize advertising benefits, offering guests' forward-thinking strategic insights.

Ms. Teresa Fung, Chief Media & Business Development Manager of MTR Corporation, shared significant investments have been made in enhancing station advertising facilities and digitalization, highlighting how the collaboration with JCDecaux Transport continues to enhance passenger interaction experience. She also presented multiple examples of applying artificial intelligence (AI) and innovative technologies to achieve immediate and effective interaction with passengers, inspiring guests about future innovative applications.

Creativity x Technology: Expanding the Boundaries of Outdoor Advertising Experience

Mr. Desmond So, Founder & Chief Executive Officer, Uth Creative Group, showcased various groundbreaking and innovative outdoor advertising strategies and creative methodologies during the "Creative Driven - Exploration of Creative Outdoor Advertising" segment. He illustrated how to utilize space, movement patterns, and interactive design to provide audiences with new experiences, further strengthening the creative and innovative connections between brands and outdoor media, offering attendees fresh perspectives.

Furthermore, Ms. Mandy Tam, Managing Director of NielsenIQ, presented insights into the consumer preferences and behavioral patterns of MTR* and Airport Express passengers based on the data analysis. As the most visible transit format, MTR* and Airport Express advertising reaches the highest number of commuters and is seen by most passengers, outperforming other transportation modes, making it a key choice for outdoor advertising. Marketers are diversifying their outdoor advertising to increase the reach. MTR* and Airport Express advertising remains the most popular media and to be widely encountered by target audiences, hence becoming an important part of Hong Kong's outdoor advertising.

pDOOH Panel Discussion: A Flexible, Precise, and Measurable Future

During the panel discussion "Programmatic Digital Out-of-Home (pDOOH) Advertising Solutions," insights were shared by Mr. Calvin Chan, CEO of VIOOH China, Mr. Kenny Ip, Vice President of WPP Media, and Mr. Alex Lo, Senior Director of The Trade Desk. They explored the development prospects of pDOOH, discussing its flexibility, influence, and efficiency. They shared how pDOOH can dynamically adjust placement strategies based on real-time data analysis and programmatic buying techniques, allowing MTR* & Airport Express advertising & advertisers to respond flexibly to market changes. Additionally, they presented previous remarkable return on investment (ROI) case studies of MTR* & Airport Express advertising, analyzed consumer journeys, and deliberated on the practical application scenarios of O2O multi-channel integration strategies for 2025, offering actionable recommendations for advertisers regarding the market trends of 2026.

Celebrity Guest Appearance: Offline and Online Interaction Enhancing Brand Impact

At the conclusion of the summit, celebrity guest Ms. Cloud Wan made a surprise appearance, sharing her experience personally engaging with an outdoor advertising installation at MTR station. She expressed that the extensive coverage of MTR* and Airport Express advertising not only enhances brand visibility but also effectively integrates social media interaction and celebrity influence to create unique interactive experiences that foster greater engagement and discussion on social.

Collaborating to Explore More Innovations and Creative Possibilities

The successful conclusion of the summit signifies that MTR* and Airport Express advertising is advancing toward a new era driven by data, enabled by technology, and led by creativity. JCDecaux Transport and MTR Corporation will continue to collaborate, merging international perspectives with local insights to continuously launch innovative media products and solutions, collectively shaping and expanding the future possibilities of outdoor advertising.

– End –

For further details regarding the information of MTR* & Airport Express advertising, please reach out to media inquiries:

JCDecaux Transport Ms Rita Yeung Tel: 2111 0111 / 3960 3386 Email: marketing@jcdecaux.com.hk / rita.yeung@jcdecaux.com

JCDecaux Transport

Ms Rita Yeung

Tel: 2111 0111 / 3960 3386

Email: marketing@jcdecaux.com.hk / rita.yeung@jcdecaux.com

About JCDecaux Transport

JCDecaux Transport is the main subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established since 1976, JCDecaux Transport is the No.1 outdoor advertising company in Hong Kong, the market leader and pioneer of the outdoor advertising industry. Currently managing the advertising sales concessions of MTR* advertising for up to 47 years. The Company also operates the advertising concessions for Hong Kong International Airport, Macau International Airport and Pacific Place Passages.

For more information about JCDecaux Transport, visit www.jcdecaux-transport.com.hk
LinkedIn: https://www.linkedin.com/company/jcdecaux-transport-hong-kong/ 

*MTR advertising refers to the exclusive advertising business managed by JCDecaux Transport, which includes the Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line, and the Airport Express Line. JCDecaux Transport also operates programmatic out-of-home advertising and MTR Mobile advertising.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

JCDecaux Transport and MTR Corporation Collaborate to Host the MTR* and Airport Express Advertising Media Sales Summit "NOW to NEXT - Beyond Limits: Shaping the Future of OOH Innovation"

JCDecaux Transport and MTR Corporation Collaborate to Host the MTR* and Airport Express Advertising Media Sales Summit "NOW to NEXT - Beyond Limits: Shaping the Future of OOH Innovation"

ANSHUN, China, May 23, 2026 /PRNewswire/ -- On May 21, at the Guizhou Anshun Tourism Development Conference, Mafengwo Travel Group officially launched three flagship "New Mountain Play" benchmark projects — Huangheying Water Cave, Lotus Ancient Cave, and Luoyang Glasswater Gorge — while jointly releasing the 2026 Anshun Mountain Outdoor New Play Playbook with the Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism. By redefining mountain outdoor travel experiences through "new play," the initiative injects fresh momentum into Anshun's positioning as an international mountain tourism destination. 

"Personalized travel is rising rapidly. Tourism is transitioning from a 'sightseeing economy' to an 'experience economy.' More than just 'having been there,' travelers today seek emotional value from scenic spots and related projects," said Chen Gang, Founder and CEO of Mafengwo, in a speech titled *Co-creating the Super Play Era of Mountain Tourism*. He noted that leveraging benchmark new-play projects such as Huangheying Water Cave, Lotus Ancient Cave, and Luoyang Glasswater Gorge, Mafengwo will work with Anshun to integrate "new play, new formats, new marketing, and new consumption" into a holistic innovation ecosystem for destination-wide play. Together, they aim to revitalize natural resources, energize industrial momentum, link rural revitalization, and jointly build Anshun into a national hub for new mountain play.

At a time when travelers are increasingly weary of "man-made check-in spots" and homogenized internet-famous projects, the newly launched projects abandon the old path of large-scale construction. Instead, they return to the wild itself, adopting a "light development, heavy experience" approach to create mountain plays that are "wild on the outside, refined on the inside." Huangheying Water Cave focuses on "natural wonders + interactive adventure," using its original "water-cave" karst features to create a genuine sense of "underground exploration." Lotus Ancient Cave, based on a massive natural cave, integrates "light ultimate" activities such as via ferrata, rappelling, and cave drop towers, allowing ordinary visitors to feel adrenaline-pumping "heart-racing moments" in a natural setting. Luoyang Glasswater Gorge follows the original river course, using natural elevation differences to design trails for hiking, canyoning, and waterfall rappelling, with minimal artificial construction, emphasizing the pristine "glass water" and an eco-harmonious, back-to-nature mountain experience.

At the "2026 Anshun Mountain Tourism New Play" sharing session, Mafengwo Travel Group and the Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism jointly released the *2026 Anshun Mountain Outdoor New Play Playbook*. Ten selected plays in non-traditional mountain settings were featured, including "Night Tour of Dupo Tang — Immersive Journey into the World of Journey to the West," "Watch Intangible Cultural Heritage 'Spider-Man' Climb Cliffs for Bird's Nests," and "370-Meter Free Fall at Balinghe Bridge." These showcase how Anshun creatively uses its karst landscapes as a natural "amusement park" for mountain experiences.

He Weihong, Vice Mayor of Anshun, stated in his address: "In Anshun, the 'City of 21°C,' mountains are no longer just scenery to be viewed. They are living fields to be climbed, immersed in, jumped over, and breathed in. Anshun will take this conference as an opportunity to accelerate the internationalization of its mountain tourism and build a first-class mountain outdoor sports destination." During the event, Anshun Tourism Group also promoted its mountain outdoor travel routes.

By early 2026, the number of outdoor sports participants in China had exceeded 400 million, with participation in mountain hiking, trail running, rock climbing, and canyoning rising year by year. Driven by the dual trends of "nationwide fitness" and "pan-outdoor" activities, mountain play is moving from niche circles to the general public. Unlike the high barriers of traditional outdoor activities, Anshun's new plays target the blue ocean market of "light ultimate + strong experience + high shareability." Whether it's a "bridge bungee jump," checking out the natural wonder "Eye of the Great Sage," or experiencing a "Journey to the West fantasy" at night by Dupo Tang Waterfall — these activities are novel, beginner-friendly, and serve as natural content and social currency.

Anshun's mountain play innovation has also attracted international attention. Anouar, Chief Representative of the Tunisian National Tourism Office in China, noted in his speech that Anshun's innovation in integrating mountain tourism and sports is worth learning from for many international peers. He noted that Tunisia has diverse mountain resources across the country, with history embedded in the mountains and culture in the scenery — this is the unique charm of Tunisia's mountains. He looks forward to China-Tunisia cooperation to explore more mountain tourism opportunities and co-create new partnership models.

An international dialogue session brought together representatives from the Norwegian National Tourist Board, Visit Flanders (Belgium), and the Saudi Tourism Authority to discuss mountain outdoor tourism upgrade from a global perspective. The guests agreed that they were delighted to see that Anshun is not simply replicating a "Switzerland of the East" but is creating an entirely new "universal language of mountain tourism." The internationalization of mountain tourism is not about imitation but about excavating the unique narratives of local landscapes — with its green mountains and clear waters as the canvas and play innovation as the brush, Anshun is painting a vibrant new picture for the world.

A domestic dialogue session brought together frontier explorers, practitioners, and experts in mountain sports tourism to discuss the future development of mountain sports tourism from the perspectives of communities, products, and operations. Qin Chuan, Founder of Wanan Youth Travel, noted that with technological advancements and equipment iteration, more and more "outdoor novices" without professional training can enjoy the pleasures of the wild. Currently, Wanan Youth Travel is selecting and developing "super single products" and continuously improving service quality to deliver ultimate outdoor experiences to visitors.

After the conference, industry guests conducted on-site inspections of new play projects, including Lotus Ancient Cave, Dupo Tang Night Tour, Anshun Ancient Town, and Getu River. Wang Yu, Chief Representative of the Norwegian National Tourist Board in Greater China, remarked: "Anshun and Norway share many similarities. Anshun's new mountain plays emphasize 'light development, heavy experience.' Take Lotus Ancient Cave — it doesn't feel like a 'designed' scenic spot, but rather an extension of Anshun's natural mountain charm itself, an experiential field you can fully immerse yourself in. The scale of this 'light ultimate' experience is just right — thrilling enough, yet truly authentic."

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

Light Ultimate, High Experience, Original Ecology, Personalization -- Mafengwo and Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism Co-create New Forms of Mountain Tourism

Light Ultimate, High Experience, Original Ecology, Personalization -- Mafengwo and Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism Co-create New Forms of Mountain Tourism