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PUBLISHED: Jul 14, 2015 12:54pm

Train stations get corporate makeover



Extra services may be offered at LRT stations, for example merchandise and ticket sales booths by AirAsia. - Pic courtesy of AirAsia

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KUALA LUMPUR, July 14, 2015:

One can soon step into a Bank Rakyat or AirAsia facility when using the LRT and monorail stations as the first batch of stations in KL to get a makeover under Prasarana Malaysia Bhd’s landmark Station Naming Rights Programme is to start in August.

AirAsia, Bank Rakyat and property conglomerate Suez Capital will each transform a station assigned to them to reflect the brand’s corporate identity and name the station after themselves.

The stations will be named AirAsia-Bukit Bintang, Bank Rakyat-Bangsar and KL Gateway, Suez Capital-Universiti – in exchange for a fee and enhancing the overall experience for commuters; the station’s original names retained to denote locations.

This programme was implemented in partnership with advertising agency Big Tree Outdoor Sdn Bhd and UK-based marketing and sponsorship specialist Phar Partnerships – to create a new source of non-fare revenue for Prasarana that can be used to enhance the services offered.

The partnerships also looks to result in better, additional or enhanced services as well as facilities for everyday commuters along the Rapid KL network while giving the advantage of new exposure and consumer engagement opportunities, said Prasarana in a statement.

“Commuters can expect to see the benefits of the partnerships for them and new experiences at the AirAsia Bukit Bintang, Bank Rakyat Bangsar and KL Gateway Universiti stations when each partnership is launched,” said Prasarana group managing director Datuk Azmi Abdul Aziz.

Prasarana introduced the Station Naming Rights concept last year, which has already been successfully implemented in transit systems in other parts of the world such as the New York Metro, Metro Madrid, Dubai Metro and New Delhi Metro but making this is the first in Southeast Asia.

“It is a great opportunity for brands to create a continuously active touch point that engages consumers with their expanded brand presence, which also results in revitalised and more vibrant stations to deliver a new, exciting experience for commuters,” Azmi said.

“With AirAsia, Bank Rakyat and Suez Capital now investing in the transformation of the stations, we are expecting more interest in the concept which is part of Prasarana’s commitment to continuously upgrade, improve and evolve Kuala Lumpur’s transportation system for the benefit of the commuters and transform the capital into a world class city.”

It was reported last year that each station has a reserve price for bidding – but the lowest is RM1 million a year for a minimum three years and to be eligible, parties tendering must be established in Malaysia for at least two years and be financially stable

While the second batch of stations to be rebranded have yet to be revealed, it is likely this exercise will continue as Prasarana said it had received expressions of interest from a number of travel, retail, property, utilities, telecommunications and FMCG brands after it opened the exercise late last year.



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