The splash of red is all over Light Rail Transit Line 1 (LRT-1) Central Station. Currently, Coca-Cola is instantly providing a jolt of excitement to more than 500,000 daily commuters of the rail network.
If you have passed by the station recently, you surely have noticed that the brand seems to have taken over, through artwork, decals, and graphics. The idea is clear: to bring a fresh and hip feel to commuters. This way, passengers’ daily drain from riding a mass transport could possibly be lessened.
The effort is part of an agreement Coca-Cola Philippines recently inked with Light Rail Manila Corp. (LRMC), which operates LRT-1. Dubbed as ‘Station Domination,’ the partnership is part of an ongoing P500-million project to improve and refurbish all of LRT’s stations.
Coca-Cola is the program’s first partner from the private sector. “We are excited about the initiatives Coca-Cola will bring to the Central Station,” said LRMC President and CEO Rogelio Singson. He disclosed that the giant beverage company agreed to help provide a better riding experience to passengers.
“Working and partnering with the government is in the DNA of Coca-Cola,” said Coca-Cola Philippines Vice President for Public Affairs and Communications Adel Tamano. “This project is more than just a marketing strategy. This is our way of helping provide a better commute for the passengers.”
Under Station Domination program, Coca-Cola will dress up the Central Station with its trademark red paint color and paintings of its iconic bottle. For its part, LRMC will roll out several upgrades, including installation of LED lights, putting up of refreshing painting works, and repair of ceilings. Most of these efforts are now evident in LRT-1 Central Station.
In photo (from left): LRMC President and CEO Rogelio Singson, Coca-Cola Philippines VP for Public Affairs and Communications Adel Tamano, and LRMC Managing Director for revenue partnerships Phrem Bhatia
More aesthetic improvements will be set up in the coming months. Eventually, the Central Station would also serve as a platform for many other fun and surprising activities that will be aimed to further facilitate a more refreshing commuter experience.
LRT-1 is the first light rail network in Metro Manila. The train system runs through a 20-kilometer stretch from Roosevelt in Quezon City to Baclaran in Parañaque City. LRT-1 Central Station—located in Ermita, Manila—is near some of the city’s major landmarks (Metropolitan Theater and Mehan Gardens) and a number of educational institutions (Lyceum of the Philippines University, Pamantasan ng Lungsod ng Maynila, Colegio de San Juan de Letran, Philippine Normal University, and Mapua Institute of Technology, among others).