With the aim of providing enhanced commuter experience to LRT-1 passengers, LRT-1 operator Light Rail Manila Corporation (LRMC) and Coca-Cola recently sealed a partnership under the “Station Domination” Project spearheaded by PHAR, LRMC’s exclusive ancillary revenue partner.
The “Station Domination” initiative is part of LRMC’s ongoing P500-million Station Improvement Project, which will refurbish all of LRT-1’s existing stations.
“This ‘Station Domination’ project involves private companies contributing to LRMC’s ongoing efforts to improve the structure and facilities of all LRT-1 stations. Coca-Cola is the first partner in this program. We are excited about the initiatives that Coca-Cola will bring to Central Station in helping facilitate a better riding experience for our passengers,” said Rogelio L. Singson, President and CEO of LRMC.
Through “Station Domination”, the LRT-1 Central Station will be dressed up in Coca-Cola’s iconic bottle and red color. The new aesthetic goes hand-in-hand with the upgrades LRMC has implemented in the station, which include the installation of LED lights, repaired ceilings, and refreshed painting works. Through the partnership, Coca-Cola will be adding vibrancy and energy to a commuter’s journey.
“As a global company, Coca-Cola has always been at the forefront of innovation – may it be through the new products we introduce in the market up to the ways we connect with people, particularly teens, every day. We are excited to have partnered with LRMC in refreshing and reinventing the train ride experience of millions of Filipinos. We look forward to making the commute more fun and colorful for everyone at Central Station,” said Stephan Czypionka, Vice President for Marketing of Coca-Cola Philippines.
“This program is about private companies helping public utilities make for a better commuting experience. PHAR is delighted to have paved the way for the partnership between Coca-Cola and LRMC. When we started working on the ‘Station Domination’ project, we were looking for a brand that has been intertwined with the Filipino DNA and we knew that Coca-Cola is that brand. The ultimate winner is the passenger – better station facilities and Coca-Cola’s ability to refresh and inspire passengers on a daily basis,” said Prem Bhatia, Managing Director for Asia of PHAR Partnerships.