For immediate release

”2010“MTR Advertising The Best of the Best Awards

Recognition to Outstanding Advertisers, Creative and Media Agencies for their Blast of Creative Supernova

(Hong Kong, 16th March 2011) MTR Advertising The Best of the Best Awards 2010, jointly organised by MTR Corporation and JCDecaux Pearl & Dean, was successfully rounded off with an awards ceremony held at the Grand Hyatt Hong Kong last night. With the presence of 300 executive representatives from the advertising industry, this annual event recognised the outstanding achievements and creative excellence in MTR Advertising in 2010.

The theme for this year’s Awards is “Creative Supernova”, emphasizing that MTR and JCDecaux Transport have always been devoted to introducing new advertising channels for the local advertising industry to manifest their creativity, blasting rounds of Creative Supernova, and promote both advertising and creative industries in Hong Kong.

The Judging Committee for this year’s awards stated that there was an intense competition among the finalists’ campaigns. Not only did the campaigns manage to make a successful breakthrough in concepts and execution, but also blended harmoniously the creative ideas with MTR’s advertising medium, bringing more than just advertisements to passengers in MTR.

The winner of the “Best of the Best – Creative”, McDonald’s M Selections – Sakana Supreme Burger , sets an outstanding example. The campaign has smartly transformed the Hong Kong station to a beautiful Japanese garden with a grand torii and cherry blossoms, thereby creating a popular topic for passengers and travellers. The winner of the “Best of the Best – Use of Media”, Sony Ericsson – FIFA , set the first “Augmented Reality” interactive game in Mong Kok Station during the time of World Cup, which successfully caught the attention of the target audience and the media.

Being the best of the best, the McDonald’s campaign and the Sony Ericsson campaign also earned the gold and silver awards in the “Best Innovative Campaign” respectively.

The public were also invited to share their views. “My Favourite Campaign” was opened to all in January and February 2011 to vote for their favourite campaigns advertised in MTR during the year. “My Favourite Campaign – Platinum” was awarded to McDonald's - Monopoly Promotion , which has transformed the MTR platform to a huge Monopoly game board. The campaign won the hearts of passengers, making the promotional campaign a widespread success.

The Best of the Best Awards has received enthusiastic support from advertisers, members of the advertising industry and the public since its launch in 2002. All advertising campaigns that were launched in the MTR* and Airport Express from 1st January to 31st December of the award year were automatically qualified as entrants to the Awards. This year, over 100 campaign finalists competed for the awards.

For more information about the Awards, please visit www.jcdecaux-transport.com.hk/bobawards.

For the full list of winners and members of the judging committee, please refer to the appendices.

*MTR refers to Kwun Tong Line, Tsuen Wan Line, Island Line, Tung Chung Line, Tseung Kwan O Line , Disneyland Resort Line and Airport Express Line.

Media Enquiry: Mint Communications Jolie Yue Senior Account Executive Tel: (852) 2528 2587 Fax: (852) 2505 0786 E-mail: jolie@mdp.com.hk

JCDecaux Transport Peggy Jor Marketing Director Tel: (852) 2862 7238 Fax: (852) 2529 5653 E-mail: peggy.jor@jcdecaux.com.hk

Appendix: 1) The Best of the Best Awards 2010 MTR Advertising – List of winners 2) The Best of the Best Awards 2010 MTR Advertising – List of Judging Panel members 3) The Best of the Best Awards 2010 MTR Advertising – Press photos & captions

Appendix 1: MTR Advertising The Best of the Best Awards 2010 – List of winners

Online Voting Awards (Voted by the public):Online Voting Awards (Voted by the public):Online Voting Awards (Voted by the public):Online Voting Awards (Voted by the public):

AwardAwardAwardAward CampaignCampaignCampaignCampaign AdvertiserAdvertiserAdvertiserAdvertiser Media AgencyMedia AgencyMedia AgencyMedia Agency Creative AgencyCreative AgencyCreative AgencyCreative Agency

My Favourite Campaign Platinum Award

McDonald’s - Monopoly Promotion

McDonald’s Restaurants

OMD DDB Hong Kong

My Favourite Campaign Gold Award

Disney's Sparkling Christmas - Storybook Fantasy

Hong Kong Disneyland Resort

Mindshare Hong Kong Limited

Ogilvy & Mather Advertising

My Favourite Campaign Silver Award

Demae Iccho – Senses on MTR Campaign

Nissin Foods Co. Ltd. Asatsu-DK Hong Kong Ltd.

Asatsu-DK Hong Kong Ltd.

Professional Awards (Judged by industry professionals):Professional Awards (Judged by industry professionals):Professional Awards (Judged by industry professionals):Professional Awards (Judged by industry professionals):

AwardAwardAwardAward CampaignCampaignCampaignCampaign AdvertiserAdvertiserAdvertiserAdvertiser Media AgencyMedia AgencyMedia AgencyMedia Agency Creative AgencyCreative AgencyCreative AgencyCreative Agency

Best of the Best – Creative Platinum Award

McDonald’s M Selections – Sakana Supreme Burger

McDonald’s Restaurants

OMD DDB Hong Kong

Best of the Best – Use of Media Platinum Award

Sony Ericsson FIFA Sony Ericsson MEC Please Communications Limited

Best Use of Integrated Media Gold Award

Sony Ericsson FIFA Sony Ericsson MEC Please Communications Limited

Best Use of Integrated Media Silver Award

glacéau vitaminwater - Photo Studio Campaign

Coca-Cola China Limited

Universal McCann ROOTZ

Best Use of Digital Media Gold Award

Vitasoy – 70th Anniversary Campaign

Vitasoy International Holdings Ltd.

PHD DDB Worldwide Ltd

Best Use of Digital Media Silver Award

“At Home in Nature” AIGLE Green Square Marketing Ltd

BETC Euro RSCG (Paris) & Encl Design & Production Company (Hong Kong)

Best Poster Campaign Gold Award

Flying Girl Canon Hongkong Company Limited

Starcom Worldwide

Communion W Limited

Best Poster Campaign Silver Award

Samsonite – Cosmolite Campaign Cosmolite The Lightest and Strongest Samsonite Ever

Samsonite Asia Limited

Samsonite Asia Limited

Samsonite Asia Limited

Best Use of Airport Express Advertising Campaign Gold Award

Meet The Team Cathay Pacific Airways Universal McCann McCann-Erickson – Cathay Pacific Central Team

Award Campaign Advertiser Media Agency Creative Age ncy

Best Use of Airport Express Advertising Campaign Silver Award

Be Good At Money ING PHD Twofish

Best Innovative Campaign Gold Award

McDonald’s M Selections – Sakana Supreme Burger

McDonald’s Restaurants

OMD DDB Hong Kong

Best Innovative Campaign Silver Award

Sony Ericsson FIFA Sony Ericsson MEC Please Communications Limited

Best Branding Campaign Gold Award

Demae Iccho – Senses on MTR Campaign

Nissin Foods Co. Ltd. Asatsu-DK Hong Kong Ltd.

Asatsu-DK Hong Kong Ltd.

Best Branding Campaign Silver Award

Stay Hilton Go Everywhere

Hilton Hotels & Resorts

OMD The Upper Storey

Best New Product Campaign Gold Award

Sprite - Green Tea Flavored Sparkling Campaign

Coca Cola China Limited

Universal McCann McCann-Erickson．Guangming Ltd

Best New Product Campaign Silver Award

izzuextreme http://www.izzue.com - -

Best Tactical Campaign Gold Award

McDonald’s - Dim Jack McDonald’s Restaurants

OMD DDB Hong Kong

Best Tactical Campaign Silver Award

EAST Hotel Launch Swire Hotels Maxus TBWA\TEQUILA\ HONG KONG

Outstanding Performance Awards (Based on accumulated scores of all campaigns):Outstanding Performance Awards (Based on accumulated scores of all campaigns):Outstanding Performance Awards (Based on accumulated scores of all campaigns):Outstanding Performance Awards (Based on accumulated scores of all campaigns):

AwardAwardAwardAward WinnerWinnerWinnerWinner

Media Planner of the Year Germaine Tse (OMD)

Creative Professional of the Year Irene Tsui (DDB Hong Kong)

Media Agency of the Year OMD

Creative Agency of the Year DDB Hong Kong

Appendix 2: MTR Advertising The Best of the Best Awards 2010 – List of Judging Panel members

MTR Advertising The Best of the Best Awards 2010 Judging Panel

Name Title Company

Ada Wong General Manager ZenithOptimedia

Alice Lam Managing Partner Media Palette

Canny Leung Executive Director bma Investment Group Ltd

CC Tang Chairman, Hong Kong

Chief Creative Officer, Greater China EuroRSCG Worldwide

David Yeung Vice President, Marketing Communications,

Consumer Group PCCW Limited

Iris Lo Managing Director

Executive Creative Director DraftFCB

Jackson Kwok CEO, Hong Kong OmnicomMediaGroup

Jim Chim Sui-Man Managing Director PIP Cultural Industries Limited

Keith Ho Executive Creative Director Grey Hong Kong

K.K. Tsang CEO GroupM, Hong Kong

Dr. Lo Wai Luk Associate Professor

Department of Cinema and Television,

School of Communication, Hong Kong Baptist University

Melanie Lo Leader MindShare Hong Kong Limited

Ray Wong CEO PHD

Dr. Royce Yuen, JP Visiting Associate Professor The University of Hong Kong -

Faculty of Business and Economics

Simon Fung Executive Creative Director Metta Communications

Simon Wat Marketing Director, Hong Kong Nike Hong Kong Ltd

Spencer Wong Vice Chairman HK4As

Stanley Wong, anothermountainman

Founder 84000 Communications Limited

Yvonne Lo CEO, Hong Kong M&C Saatchi

Appendix 3: MTR Advertising The Best of the Best Awards 2010 – Press photos & captions

A) Ms. Anna Yau and Mr. Louis Cheung, the MC of the Awards Ceremony introduced this year’s theme “Creative Supernova”, denoting MTR Advertising’s continuous introduction of new formats, blasting the next round of Creative Supernova.

B) Mr. Stephen Wong, CEO of JCDecaux Greater China remarked the company vision of 2011 and expressed expectation of more creative campaigns in MTR advertising in the coming year.

C) Mr. Stephen Wong, CEO of JCDecaux Greater China (first from right) and Ms. Jeny Yeung, General Manager – Marketing & Station Commercial of MTR Corporation (left) presented souvenirs to the Guest of Honour, Mr. Ricky Wong, Chairman of Citi Telecom (HK) Ltd / Hong Kong Broadband Network Ltd.

D) The “McDonald’s M Selections – Sakana Supreme Burger” by McDonald’s Restaurants, won two awards, namely the “Best of the Best – Creative Platinum Award” and “Best Innovative Campaign Gold Award”. The winner’s representatives received the awards from Mr. Stephen Wong, CEO of JCDecaux Greater China (first from left).

E) The “Sony Ericsson FIFA” by Sony Ericsson was awarded with the “Best of the Best – Use of Media Platinum Award” and the “Best Innovative Campaign Silver Award”.

F) The “McDonald’s Monopoly Promotion” was awarded with the “My Favourite Campaign Platnium Award”. The winner’s representatives received the awards from Ms. Jeny Yeung, General Manager – Marketing & Station Commercial of MTR Corporation (third from left).