Light Rail Manila Corporation (LRMC) has appointed PHAR, as its exclusive ancillary revenue partner from 2016 until 2026. PHAR will assume responsibility of commercializing all non-fare box revenue across the entire LRT Line 1 in Manila, which includes all forms of advertising, major brand partnerships, wifi, fibre optics, retail led solutions, naming rights, data and applications, automated teller machines and other category partnerships.

LRMC is a joint venture company of Metro Pacific Light Rail Corp. (MPLRC), Ayala Corp.’s AC Infrastructure Holdings Corp. (AC Infra), and the Philippine Investment Alliance for Infrastructure’s Macquarie Infrastructure Holdings (Philippines) PTE Ltd. (MIHPL) which has been awarded a 32 year concession to operate and maintain the LRT1 including the Cavite Extension.

Jesus P. Francisco, LRMC president and CEO said, “We are pleased to have appointed PHAR to be our ancillary revenue partner. Their approach ties into our vision, and their experience dealing with major transit operations in Asia and beyond, coupled with their willingness to invest in the improvement of the line, makes them the ideal long term partner for LRMC.”

Prem Bhatia, Managing Director of PHAR said, “Metro Pacific and Ayala Corp’s vision made it an easy decision for us. We believe that given the right media product, LRT1 will become a natural choice for brands and advertisers looking to target this audience. We are fully committed to making LRT1 a best in class marketing environment and are confident in contributing substantially to the non-fare box revenue of LRMC.”