Following the launch of the HSUHK Marketing x KMB Advertising Challenge, the Department of Marketing organized an exclusive experiential learning trip: a behind-the-scenes visit to the Kowloon Motor Bus (KMB) Bus Depot on October 29, 2026.
This industry-partnered depot visit serves as a cornerstone of the advertising competition. It was designed to bridge the gap between classroom theory and real-world brand application, giving participating student teams the creative fuel and operational context needed to develop their upcoming commercial submissions.
During the depot visit, students moved beyond standard market research to observe KMB’s day-to-day operations and strategic direction firsthand. The primary takeaway of the visit was the profound impact of first-hand observation on creative strategic thinking. Beyond conducting standard marketing data analysis, students had the unique opportunity to explore the depot premises, view the bus fleets up close, and discuss operational nuances directly with the KMB team.
This immersive environment provided students with a much deeper, more empathetic understanding of KMB’s target audiences, customer touchpoints, and brand values. Armed with these authentic insights, the student teams are now exceptionally well-equipped to design distinctive, emotionally resonant, and highly persuasive advertising concepts that address real-world business challenges.
The Department of Marketing extends its sincere thanks to KMB for hosting our students and facilitating this invaluable industry connection. We eagerly look forward to seeing how our teams translate today’s inspiration into compelling creative masterpieces.
