MTR Mega 103" TV Media Kit 2011 - JCDecaux Group

Updated as of Jan 2011 (v1)

Contents1. The Trend of Media Market2. MTR Basic Facts3. Media Comparison4. MTR Digital Products Evolution5. Product Highlights6. Instant News7. The Real Outdoor TV Panel Capture more eyeball in outdoor environment8. Coverage of Mega 103 TV Network, Concourse LCD TV, Trackside 103”Plasma TV9. Location Map of Central & Admiralty Trackside 103” Plasma TV10. Mega TV Zone11. Mega TV Zone Entitlements12. Location of Mega TV Zone13. Sales Entitlement14. Client Credentials15. Comparison16. Appendix – About JCDecaux Group17. Contact Us

% Change in Adspend between 2003-2009The Trend of Media Market+ 94%- 15.6%- 7.5%Source: admanGORemarks:• 1) Print includes Newspaper and Magazines 2) TV includes Terrestrial TV and Pay TV 3) Outdoor includes MTR, Airport, Bus Body (since 2008), BusShelter, First Vision, Focus Media, MTR (KCRC), In-Store Promotion, Newsline Express, RoadShow, Tram Body, Tram Shelter, Video Wall & Billboard.

MTR Basic FactsReach 3,352,000 uniqueMTR passengers on a weeklybasisSource: Nielsen Media Index (Jan 2010 - Dec 2010)

MTR Basic Facts

Media ComparisonMTRBUSMAJOR DAILYVisibilityTo all MTRpassengersTo all road users& pedestriansOnly on date ofpublicationCreativeFlexibilityEnvironmentChoice offormats, morecreativeflexibilityCaptiveRestricted byphysicallimitationVery cluttered &openRestricted byproductionconstraintsAnchored bycontents

MTR Digital Products EvolutionHD QualityJun 03Dec 03Oct 06Sept 2010

Product HighlightsExcellentImage Quality – High Definition (HD) capability provides flawless visual image for advertiserPowerfulVisual Impact – Giant screen size capture more eyeballsMassCoverage – 3 new stations & extra 5 trackside panels are added to reach more passengersUpgradedPanels in Concourse – All new LCD panels in concourse areaEnhancedFeature – Scrolling instant news to enhance the attractivenessNewmedia format – Mega TV Zone in 5 key stations

Instant NewsHeadline news of local, international, finance, sport & entertainmentare broadcasted instantly to catch the attention of audienceMock up visual for illustration only

The Real Outdoor TV PanelCapture more eyeball in outdoor environment

Mock up photo for illustration onlyMega 103” TV Network

Coverage of Mega 103 TV NetworkOptimal coverage to MTR stations105 Trackside Plasma TV in 26 prime of MTR stations51 Concourse LCD TV in 48 key entrances of MTR stations111315351571 6 1 3 1 3114113955117 321624 4 6 7 6 1 1 7 7 6 3 111

Coverage of Concourse LCD TV51 NEW units of 42”or 52” HD LCD TVs are located in 48 MTR stations111111111111 1 1 1 1 1112111111111 121121 1 1 1 1 1 1 1 1 1 1 111

Coverage of Trackside 103” Plasma TV105 units of 103” Plasma TVslocated on 43 highest traffic tracks in 26 key MTR stations(in average 2 – 3 units on each track)New coverage5Additional Panels2262

Central Trackside 103” Plasma TVLocation of Trackside Plasma TVsPositioned at thePrime LocationsTraffic from(Entrance F,H)Traffic from(Entrance A,B,C,D)Traffic from HK StationTrack to Admiralty (Island Line)

Admiralty Trackside 103” Plasma TVLocation of Trackside Plasma TVsTrack to Tsim Sha Tsui (Tsuen Wan Line)Traffic fromIsland Line to Tsuen Wan LineTraffic fromIsland Line to Tsuen Wan LineIsland Line to Tsuen Wan LinePositioned at thePrime LocationsCaptureHighInterchange Traffic

Mock up visual for illustration onlyMEGA TV Zone

Mega TV Zone EntitlementsFormat: 103” PTV x 1 + adjacent 12-sheet panels x 2Additional formats (optional)Entitlement?: Platform Screen Door Stickers /Floor vision / buntingsLocations:• Admiralty Station – towards Chai Wan• Causeway Bay Station – towards Chai Wan• Mong Kok Station – towards Kwun Tong• Tsim Sha Tsui Station – towards Admiralty• Kowloon Tong Station – towards Mong KokA perfect mix of audio visual + poster impactlocated at extremely high traffic platforms in captiveenvironment

Mega TV ZoneLocation of MEGA TV Zone

Mega TV Zone Location-Admiralty StationMega TV ZoneTrack to Central (Tsuen Wan Line)TracksideBillboardTrack to Wan Chai (Island Line)

Track to Chai Wan (Island Line)Mega TV ZoneMega TV Zone Location-Causeway Bay StationTracksideBillboard

Mega TV Zone Location-Mong Kok StationTrack to Prince Edward (Tsuen Wan Line)Track to Prince Edward (Kwun Tong Line)Mega TV Zone

Mega TV Zone Location-Tsim Sha Tsui StationTrack to Jordan (Tsuen Wan Line)Track to Admiralty (Tsuen Wan Line)Mega TV Zone

Mega TV Zone Location-Kowloon Tong StationTrack to Lok Fu (Kwun Tong Line)Track to Shek Kip Mei (Kwun Tong Line)Mega TV Zone

Sales EntitlementsMega 103” TV NetworkEntitlements: 105 Trackside 103” Plasma TVs + 51Concourse LCD TVsMega TV Zonea) Domination packageEntitlements: 103”PTV x 1 (19 hours airtime per day) +adjacent 12-sheet panel x 2b) Domination package + Platform Screen Door Stickers

Client CredentialsCity of Dreams –The House of Dancing Water“Mega 103 TV provides extraordinary visibilityfor advertisers to deliver consumers a brandexperience in an immersive environment. Suchas one executed by our client, City of Dreamsfor “The House of Dancing Water” show wherewe deployed two 12-sheet lightboxes andglass door stickers to integrate with the Mega103 TV. The media mix created a seamlessintegration of media impact delivering acombination of sound, motions, image anddetails for the launch of this spectacular show.The public was impressed which resulted theshow becoming the talk of the town in a shortspan of time.”Ray WongCEO, PHD

Client CredentialsNeutrogena‘The Mega TV Zone allows creative flexibility for us to rotate different TVC versionson the dedicated Mega 103” plasma TV. It offers maximum spot frequency, whichmakes it a highly cost-effective outdoor TV advertising solution. Combining theuse of Mega TV and static ad formats on platform screen doors and 12-sheetpanels, the Mega TV Zone is definitely a creative media mix that provides apowerful zone domination impact to attract our target audience.’Louise WooBusiness DirectorOMD

Client Credentials「 龐 大 螢 幕 吸 引 乘 客 跓 足 觀 看 , 而 高 清 畫 面 讓 我 們 的 廣 告 訊 息 更 清晰 活 現 眼 前 。 我 們 率 先 採 用 金 鐘 站 的 Mega TV Zone 來 宣 傳 信 用 卡新 服 務 新 卡 產 品 , 令 乘 客 在 熙 來 攘 往 的 月 台 內 亦 能 輕 易 留 意 到 中銀 信 用 卡 的 電 視 廣 告 , 宣 傳 效 果 讓 我 們 非 常 滿 意 。」Bank of China中 國 銀 行 ( 香 港 ) 資 深 營 銷 經 理 羅 頴 宜

Client CredentialsHTC“We very much appreciate thepeerless Mega TV Zones thatenable us exclusive creativedemonstration of our brand newproduct in such optimal locations. Itmaximises our exposure andextensively improves the productrecall of our target audience.”Mr. Terry ChungCountry Manager,Hong Kong and MacauHTC

Client CredentialsLancôme‘This first-ever trackside domination campaign creates an unprecedented and stunning effect for ournew product launch at the MTR station. The perfect mix of mega TV and various static ad formatscatches the eye of our target audience effectively. In addition, the new Mega 103” Plasma TVs allowlooping of our TVC throughout the day, and its mass network coverage definitely impress our targetwith long-lasting brand awareness,’Janice ChanLancôme Brand ManagerL’Oreal Hong Kong Ltd.

ComparisonPlasma TV NetworkMega 103 TV NetworkPanel Size EnhancementTracksideConcourse63” Plasma42” & 50” Plasma103” Plasma42” & 52” LCD63% improvement in screensizeAll new LCD panel inconcourse areaResolution1366 x 7681920 x 1080 (HD)97.6% improvement in imagesolutionEffective view distance16.25 ft25.75 ftCover additional 58%passenger in tracksideNetwork EnhancementTracksideConcourseTotal100 panels51 panels151 panels105 panels51 panels156 panelsStation with trackside panel2326New station with trackside panelN/APo Lam, Kowloon, Sai Wan HoReach more passengers in 3new stationsOther feature enhancementN/AInstant news in trackside panelNew Media FormatNetwork OnlyTrackside Domination

Appendix

JCDecaux GroupWorldwide Outdoor Experts

About JCDecaux Group• The JCDecaux Group is the only company worldwide thatfocuses exclusively on outdoor advertising.• Having pioneered the "street furniture" concept in 1964, theGroup is also the only organization active in the threeprincipal areas of the outdoor advertising market:street furniture, billboards and transport advertising.

Leader in Outdoor AdvertisingLondonParisJCDecaux No.1:Worldwide in transport advertising:over 300 transport contracts inmetros, buses, trains and tramways.Worldwide in airport advertising:163 concessions in 16 countries.Worldwide in street furniture advertising.European billboard advertising.Outdoor advertising in Asia-Pacific.Self-service bicycles.BarcelonaJCDecaux• reaches an estimated308 millionpeople worldwideevery day.• The Group has operations in55 countrieswith a presence in3,542 cities.Data updated as of January 2011.

No.1 Outdoor Advertising in Asia PacificTokyoHong KongStrong regional presence in themost dynamic markets:BangkokAustraliaChina*IndiaJapanKoreaMalaysiaSingaporeThailand* includes Hong-Kong & Macao

JCDecaux China owns anextensive Outdooradvertising network:• 35 cities in Greater China• 210,500 advertising panels• Variety of media formats todesign effective advertisingcampaigns:No.1 Outdoor Advertising in China地 铁 媒 体Metro巴 士 媒 体Bus街 道 设 施机 场 媒 体StreetAirport furniture校 园 媒 体CampusData updated as of January 2011.

Don’t miss this great advertising opportunity!Contact us nowTel: 3960 3333Fax: 2861 3210Email: digital@jcdecaux.com.hkwww.jcdecaux-transport.com.hk