Light Rail Management Corporation

Negative perception and reputation of the public rail transit system in Metro Manila is a perennial challenge. In order to help improve the public image of the LRT Line 1, the consumer riding experience was successfully enhanced through an innovative series of season-themed activations—dressing up the train interiors with engaging and social-media worthy designs for Christmas, Valentine’s Day, and even special occasions such as Teachers’ Month. The efforts were warmly received by the riding public and enjoyed extensive publicity in both traditional tri-media and online. Meanwhile, in order to help achieve the business objective of increasing ridership on weekends, the ikotMNL activation was also implemented—a guide to various iconic as well as new and undiscovered sites within historic Manila, from the vantage point of LRT 1 stations.