Narrow Door is thrilled to have partnered with Airport Express (AEL) on its new integrated campaign, launching just in time for the peak travel season!

The Insight

For travellers, the joy of a trip isn’t just the destination. It’s the journey and the shared moments along the way. The “Travel Vibe” (旅行感) begins the moment you step onto AEL, setting the tone for holidays.  

The Creative Idea

This campaign tapped into the happy memories of Hong Kongers riding AEL, amplifying these emotions through relatable storytelling. Three launch videos brought to life the distinct experiences of different traveller groups, highlighting how an AEL ride marked the beginning of every adventure and evoked an exciting “Travel Vibe” (旅行感). 

The Thematic Video

Each video captured a different group’s “Travel Vibe” (旅行感) through humour and relatable moments:

• Besties: A quartet of young friends banter about travel deals, with a “free rider” joking that she contributes “emotional support” (旅行感係同老best帶住默契出發)
• Families: A couple encourages their kid to be independent while embracing new travel experiences as a family (旅行感係陪小朋友體驗新事物)
• Old Friends: Three grandmothers share laughs aboard the train, using wordplay to highlight Hong Kong aunties’ thrift culture (旅行感係同老友記一齊去到邊笑到邊)

The seasonal ticket offers for these three customer groups were positioned not just as savings, but as facilitators of travel experiences that strengthen family bonds and enrich young and old friendships alike.

Why It Works

By anchoring the message in shared experiences, memories and human connections, we moved AEL beyond functional transit, establishing its role in travellers’ joyful moments—where holidays begin and bonds deepen.

Scope of Work

• Videos  
• KV
• OOH
• Online