Hong Kong has long been recognised as a shopper's paradise, a place where consumer spending and advertising expenditure are high. Marketers are constantly looking for innovative ways to reach target audiences, and Top Result has scored a big success with its bus advertising network, the largest in Hong Kong and with extensions in Greater China as well. The company has demonstrated that bus advertisements are a highly effective way to catch the attention of today's mobile consumer, because the ads in fact travel with the consumer. Buses are a part of daily life for people from all walks of life, from children to housewives and working people, including blue collar workers, professionals and executives. Ads on buses are therefore certain to be seen by a wide spectrum of society. The new media choices are taking a large share of the attention enjoyed by traditional electronic and print media. Whole bus advertising is the most effective form of bus advertising, with a strong visual impact and total ownership of the vehicle. It ensures effective reach, high frequency and cost-efficiency to any marketing programme. No other outdoor advertising medium can make this claim. Bus advertising is the most visible of all outdoor advertising media, with a reach of 86 per cent, according to the 2002 Hong Kong Media Index: Mid-year Report, conducted by market research firm ACNielsen. Its closest competitor is the MTR, which has a 63 per cent reach. The report also shows that bus advertising is the most effective of outdoor advertising media in terms of reaching the exact demographic target audience. Bus advertising has an impressive 93 per cent reach with white collar workers, and an 88 per cent reach with the blue collar audience. Some 92 per cent of students and 79 per cent of housewives notice bus advertising. Top Result launched a comprehensive bus advertising strategy for the McDonald's new mix and match approach to sales. McDonald's selected a medium-weight campaign, featuring T-shape panels and rear advertising, that ran for two months. During that period, a survey showed the advertisements had a 73 per cent reach with children aged nine and above, an 88 per cent reach with students, 92 per cent with people earning a monthly income of HK$20,000, and 91 per cent with those earning HK$30,000 to HK$40,000. MediaNation, Top Result's parent company, was incorporated as a holding company in 1996. It has 11 subsidiaries that combine to offer advertisers access to the largest transit media network in China and Hong Kong. The company has grown into one of the market leaders in transit advertising with pan-China coverage. The company continues to expand into other outdoor advertising formats such as street furniture, and a one-stop service that includes media planning, printing and production services, and campaign evaluation. Regardless of traffic conditions, buses are highly visible and almost impossible to ignore. Their size and movement makes them superior to conventional billboards. Their roofs also are used for advertising as people can see them from their high-rise homes or office buildings. By matching bus routes and exposure periods, bus advertising lets clients tailor communication to their target audiences, ensuring maximum returns on their media investment. Having identified this niche, Top Result invented the revolutionary proprietary planning tool, Top Track, which matches bus routes with the geographical areas that have to be covered and maximises a buy by recommending the routes with the highest coverage of a client's consumer target audience. The Top Result fleet includes 22,500 buses, and its outdoor advertising network in the mainland spans 15 major cities, including Beijing, Shanghai and Guangzhou.