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Business

LRT-1 seeks proposals for marketing rights at EDSA station

Louella Desiderio - The Philippine Star

MANILA, Philippines - Light Rail Transit Line 1 (LRT-1) operator Light Rail Manila Corp. (LRMC) is seeking proposals for a program that would give certain marketing rights at the train system’s EDSA station.

The consortium composed of Metro Pacific Investments Corp.’s Metro Pacific Light Rail Corp., Ayala Corp.’s  AC Infrastructure Holdings Corp. and Macquarie Infrastructure Holdings (Philippines) Pte Ltd. said in a statement it is requesting for proposals from private companies as well as government entities interested to be part of the Station Partnership Program.

Under the program, private firms and government entities could obtain certain marketing rights at EDSA LRT-1 station, including the right to integrate their brand identity into the name of the station.

LRMC has tapped international marketing agency PHAR for the program.

The program is being implemented as LRMC is undertaking the rehabilitation of all 20 LRT-1 stations, from Baclaran in Pasay City to Roosevelt in Quezon City.

Revenues generated from the Station Partnership Program will be used for the upgrade of the EDSA LRT-1 station.

The rehabilitation works include the roofing and flooring of the station, complete electrical overhaul, additional security measures and passenger conveniences, as well as introduction of new retail establishments.

 “Urban transport is a critical component of any metropolis and programs like this are the most exclusive type of initiatives available to marketers. It helps companies and brands demonstrate their willingness to invest in their cities’ development, while engaging with thousands of daily commuters, over several years. 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,” PHAR managing director Prem Bhatia said.

LRT-1 line presently carries 13.5 million passengers per month, with the EDSA station accounting for 1.5 million.

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