KL opens up its LRT stations for branding

KL’s Light Rail Transit and monorail services will allow for brands to name a station after themselves.This is part of the Prasarana Station Naming Rights Programme, due to launch in August this year. This is part of a partnership with Prasarana Malaysia Berhad (Prasarana), the asset owners of the Kuala Lumpur Light Rail Transit (LRT) and monorail services and out of home advertising agency Big Tree Outdoor Sdn. It is marketed through Phar Partnerships, a regional marketing consultancy chaired by  Tony Fernandes. The programme will start with Bangsar and Universiti stations which are located on the Kelana Jaya LRT line as well as the KL Monorail’s Bukit Bintang station.The programme allows corporations and brands to transform selected stations to reflect the brand’s corporate identity and name the station after themselves in exchange for a fee. Brands may also choose to sponsor commuter benefits such free Wi-Fi, subsidised tickets, improved retailed environments and refurbishments to stations.According to a Phar Partnerships spokesperson, this will also benefit the transport operator by driving  a new revenue stream.Three brands have already come on board as station partners, and will be announced in August during the programme launch.“The Station Naming Rights Programme gives corporations the opportunity to showcase their promises and brand values and to deepen their relationship with consumers. The naming of a station is the starting point for creating a programme that enhances commuters experience and puts something back into everyday Kuala Lumpur in a meaningful way,” said Phar Partnerships CEO, Marcus Wight.Phar has offices in UK, Singapore, Malaysia, Thailand, Indonesia, Philippines, India and the Middle East, and is aiming to run the programme in other Southeast Asian countries.