MTR celebrates ‘Life of the City’

MTR Corporation wanted better ways to engage with the Hong Kong community, and strengthen their stakeholder engagement strategy for environmental NGOs

Challenge

With over 5.5 million people riding the MTR every day, the MTR Corporation sought for better ways to engage with the Hong Kong community.

Having worked closely with MTR Corporation over two reporting cycles from 2014-2015, as well as conducting stakeholder interviews for their 2015 sustainability report, TPB was invited to strengthen their long-term NGO engagement strategy.

Solution

To capture a sense of community amongst daily riders, The Purpose Business looked to shift the traditional report format into a dynamic storytelling strategy. Focused on human connection, the concept, Life of the City, was created and executed as a sustainability report and interactive microsite.

TPB designed and facilitated two workshops to instigate a trusted space for environmental NGOs to understand MTR’s business model, positioning and overall strategy. In the same forum, MTR was led to the insights that drive NGOs to champion certain issues and consider collaborating on generating solutions.

Impact

Following the workshops, MTR has continued to collaborate with environmental NGOs to gauge feedback for their annual sustainability report and overall strategic performance.

With the aim to build strong relationships with environmental NGOs over time, MTR promises to continue improving on key issues including climate change and waste management, amongst others.