AirAsia, Bank Rakyat, Suez Capital to brand KL’s LRT and Monorail stations

AirAsia, Bank Rakyat, Suez Capital have signed major deals to brand KL’s new monorail stations as part of a new programme, the Prasarana Station Naming Rights Programme, due to launch next month.

These three are the first partners of the programme.

AirAsia will become the naming rights partner of the Bukit Bintang monorail station with a category exclusivity along the monorail line while Bank Rakyat and Suez Capital will become the naming rights partners of the Bangsar and Universiti LRT stations respectively.

In making the announcement, its group director for Property and Commercial, Rudyanto Azhar said that Prasarana had received expressions of interest from a number of travel, retail, property, utilities, telecommunications and fast moving consumer good brands after it opened the exercise late last year.

“After due consideration, the Board of Prasarana have awarded the Bukit Bintang monorail station located within heart of the capital’s tourist and shopping district to AirAsia, the Bangsar LRT Station to Bank Rakyat, which is less than a kilometre from the Islamic cooperative bank’s new headquarters; and Universiti LRT station to Suez Capital, who are in the midst of establishing the KL Gateway, an integrated development comprising of corporate office towers, residences and a retail mall which is located directly opposite the station,” said Rudyanto, who is also the CEO of Prasarana Integrated Development Sdn Bhd (PRIDE).

The stations are now known as AirAsia – Bukit Bintang, Bank Rakyat – Bangsar and KL Gateway – Universiti in exchange for a fee, which Phar Partnerships, the marketing agency behind the programme, declined to reveal.

Prasarana group managing director Azmi Abdul Aziz said: “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.”

Prasarana introduced the Station Naming Rights concept last year. The programme has already been implemented in transit systems in other parts of the world such as the New York Metro, Metro Madrid, Dubai Metro and New Delhi Metro.

Spencer Lee, AirAsia head of commercial said: “We are happy to collaborate with Prasarana Malaysia Berhad and look forward to painting the Bukit Bintang station red! We are very excited to be in the heart of the golden triangle. This collaboration will further elevate our brand presence in the capital’s commercial, shopping, entertainment and tourist hub.

“The initiative is in line with our business expansion plan to tap into the private sector. It is also an alternative channel for our customers to reach us via the mini kiosk, ATM, CDM and ground activities which will soon be available at the Bank Rakyat – Bangsar Station.’ said Datuk Mustafha Hj. Abd Razak, managing director and president of Bank Rakyat.

“In-line with our brand promise to be a leading community builder, Suez Capital strives to enhance the living standards of our residents and communities surrounding our developments. With the KL Gateway development well underway, we believe that the residents, working professionals, retailers and shopping patrons will be able to experience better travelling convenience, especially when a 100-meter covered linked bridge will be built, connecting the upcoming KL Gateway Shopping Mall to the now renamed KL Gateway – Universiti Station,” said Datuk Ter Leong Hing, group managing director of Suez Capital Sdn Bhd.

The adoption of these new station names will be officially launched starting August 2015.


- Marketing-Interactive.com, 15 July 2015

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