Following business models in New York and Dubai, Light Rail Transit 1 (LRT-1) operator Light Rail Manila Corporation (LRMC) seeks proposals from public and private firms interested in integrating their brand identity with the railway stations under its Station Partnership Program.

The initiative is being launched in tandem with the station refurbishment program underway across all 20 LRT-1 stations, from Baclaran to Roosevelt.

To date, the LRT-1 line’s monthly ridership is 13.5 million, and EDSA accounts for 1.5 million monthly riders.

PHAR, an international marketing agency, is handling the station partnership and the revenue generated from the program will be used for the upgrade of the EDSA LRT-1 stations.

This covers rehabilitating the roofing and flooring of the stations, overhaul of electrical systems, additional security measures and passenger conveniences as well introducing a retail environment.

“Urban transport is a critical component of any metropolis and programs like this help brands demonstrate their willingness to invest in their cities’ development while engaging with daily commuters, over several years,” according to PHAR Managing Director Prem Bhatia.

So far, “It has been successfully implemented in cities like Kuala Lumpur, New York, Madrid, Philadelphia and New Delhi. And we look forward to making it a reality in Manila.”

The multi-year partnership program is restricted to businesses established in the Philippines for at least two years.

A sample of the station partnership program in Malaysia executed by PHAR Partnerships for AirAsia.

18 December 2016
By Emmie V. Abadilla