Beruflich Dokumente
Kultur Dokumente
When the names LRT and MRT are heard of, one can always associate it with rush hour. For years now, the LRT and MRT systems has helped millions of Filipinos. Being favored by majority of Filipino commuters, the train systems around the metro that o ers uninterrupted and elevated tra c, which is more-than-a-feet away down from the congested roads of the city, is the most preferred transportation of us. LRT and MRT stations are packed by di erent people of di erent backgrounds. Students, workers, foreign visitors you name it, you can nd one inside it; and even food kiosks and a surplus of non-traditional advertisements around it. But then again, as an advertising company, marketing in train stations can be tricky. Train passengers are like creatures in the sea, you know you can catch some but you dont know exactly which sh will take your bait. Which is why the objective (primarily) of this report is to provide insights about MRT and LRT ridership pro le that includes their demographics and lifestyle. The contents of this report are gathered through di erent means and forms of acquiring market intelligence: random direct interviews and online interviews in forum sites that recount the respondents' personal experiences of riding the MRT and LRT train lines particularly the e ectiveness of advertising e orts within the train stations. Second, to determine how companies make use of Out-of-Home (OOH) advertising in the train stations and its e ectiveness in terms of top-of-mind recall. During the creation of this report, a supplemental study from Nielsen Media Research, the trusted name in advertising research in the Philippines, called MRT and LRT Travel Habits, as well as to various advertising suppliers that have truly helped in the completion of this report.
Mandate
By virtue of Executive Order No. 603, the Light Rail Transit Authority was created to be primarily responsible for the construction, operation, maintenance and/or lease of LRT Systems in the Philippines.
Mission
To pursue excellence in the provision of quality mass transport and related services in the metropolitan areas of the country in a safe, reliable, cost-e ective, caring, integrated, and ecologically responsible manner.
Vision
To be the institution in the eld of mass rail transit system and be in continuous pursuit of excellence in the provision of safe, reliable, e cient and e ective mass rail transit services for optimum customer's satisfaction.
Brief History
On July 12, 1980, the countrys president, Ferdinand E. Marcos, created the Light Rail Transit Authority (LRTA) as a government agency con ned to activities that determined policies, regulation of fares, and execution of the transit's system. The project was called Metrorail and was operated by a sister company of the former tramway company Meralco, called Metro, Inc. The Chairman was the then First Lady and Governor of Metro Manila, Imelda Romualdez Marcos. Construction of the line started in October 1981, and was the responsibility of CDCP (Construction and Development Corporation of the Philippines), with assistance from the Swiss rm of Losinger and the American company Dravo, the latter, through its Philippine subsidiary. The government appointed Electrowatt Engineering Services of Zurich (Switzerland) to manage and supervise the project. Electrowatt set up o ces in Manila and became responsible for extension studies of the system which eventually comprised 150 km of routes along all major corridors in about 20 years time.
Civil Security
Project Management
Line 2 Project
Planning Department
Finance Department
Administrative Department
Division
Board of Directors
Board Members
Atty. Justino G. Bernas, Private Sector Hon. Rolando A. Andaya, Jr., Secretary
Department of Budget and Management
Planning Department
Responsible for the conduct of feasibility and other related studies relative to the identication of projects, evaluation of the economic, nancial, technical and operational acceptability of project proposals, funding/nancing and approval of proposed projects by relevant government authorities. Formulates corporate goals/objectives, policies, short, medium and long term corporate plans and programs of the Authority. Directs all the IT activities of the LRTA including the application of computer-based information systems and related principles and techniques in all aspects of railway management and operation. Prepares periodic reports on operations and provides data, statistics and other relevant information on LRT system operation to the public and other concerned entities/agencies.
Finance Department
Prepares and recommends nancial policies, short-term and long-term nancial plans and programs, systems and procedures and implements the same upon approval by the Board. Responsible for all nancial transactions and advises the Administrator and the Board on all matters pertain ing thereto. Undertakes studies on funding programs of the LRT system projects (Line 1 & 2 and future projects) in coordi nation with the appropriate agencies. Prepares and submits all nancial reports required by various scal authorities and other government agen cies requiring such reports.
Administrative Department
Formulates and implements guidelines regarding personnel management and development, and general services for the LRTA. Maintains economic, ecient , and eective services relating to personnel, records, supplies, equipment, custodial works and related services. Handles and develops real estate properties, buildings and other ancillary structures and the ecient use of the same for income generation purposes. Formulates and implements long and short term administrative plans and programs in line with the objec tives and policies of the Authority/Government. Maintains an ecient procurement and property management system. Takes charge of comprehensive insurance coverage for all LRTA assets, personal or real.
For years now, rapid growth of commuters and vehicle population have plagued Metro Manila, the center of undesired results have been problems that Metro Manila have to contend with daily. A case in point is on EDSA, a 24-kilometer stretch from Mac Arthur Highway at Caloocan City in the north of Metro Manila to Roxas Boulevard, Pasay City, south of Metro Manila. Considered one of the worlds highest volume thoroughfares, EDSA is a semicircular ring road link with several radial roads leading to the metropolis social, economic and political centers. solutions that the government sponsored was the establishment of the EDSA MRT3 system. A metro line on EDSA was envisioned in the plan of Electrowatt Engineering Services of Zrich during the construction of the LRT. The plan consisted of a 150 kilometre network of rapid transit lines spanning all major corridors within 20 years, including a line on EDSA. In the 1990s, the MRTC was awarded a Build-Operate-Transfer contract by the DOTC. The DOTC would have ownership of the system and assume all administrative functions, such as the regulation of fares and operations. The MRTC would have responsibility over construction and maintenance of the system and the procurement of spare parts for trains. In exchange, the DOTC would pay the MRTC monthly fees for a certain number of years to reimburse any incurred costs.
Construction started on September 16, 1997 after the MRTC signed an amended turnkey agreement with a consortium of companies, which included Mitsubishi Heavy Industries and Sumitomo Corporation, and a local company, EEI Corporation, which was subcontracted for civil works. A separate agreement was signed with KD on rolling stock. MRTC also retained the services of ICF Kaiser Engineers and Constructors to provide program management and technical oversight of the services for the design, construction management and commissioning. On December 16, 1999, the initial section, from North Avenue to Buendia, opened, followed on July 20, 2000 by the remainder, from Buendia to Taft Avenue. Mission To provide adequate, regular and faster mode of transport service along the 16.9-km stretch of EDSA by operand economic growth in order to contribute to national stability and prosperity. Vision A Progressive Rail Transport System Anchored On: Service Excellence Community Development Economic Stability
Corporate Structure
DOTC-MRT3 OFFICIALS
Station's History
The train system was built with nancial aide from Japan Bank for International Cooperation (JBIC) worth 31 billion Pesos in soft loans payable for 30 years with 2% interest and a 10-year grace period. Of all the train systems in the Philippines, the Megatren Line 2 project pioneered the use of the pre-casting segmental method (PSM) technology or the pre-casting of the girders into smaller segments so that each span connected between two columns is weighing not more than 58 tons.
Operation
The Megatren is the latest of its kind in the world today. It is a fully automatic (i.e., driver-less) system which is at par in terms of facilities and technology with those in other parts of the world. It is equipped with a CCTV system that enables the railway operator to monitor activities of passengers and employees at the stations and inside the trains. Moreover, the LRT 2 is commuter-friendly and has facilities especially designed for the elderly and the di erently-abled. It has yellow Braille tactiles along the lanes and elevators which enable blind passengers to be guided on their way to the trains. Each train has its own Public Address System (PAS) from which a recorded computerized announcement of each station stop emanates. The PAS could transmit music for a relaxing journey.
Operation Hours
LRT 1 Weekdays: Weekends: LRT 2 Weekdays: Weekends: MRT 3 Weekdays: Weekends 5:00 AM to 10:30 PM (Monumento bound)/11:00 PM (Baclaran bound) 5:00 AM to 9:00 PM (Monumento bound)/9:30 PM (Baclaran bound) 5:00 AM to 11:00 PM 5:00 AM to 9:30 PM 5:30 AM to 11:00 PM 5:30 AM to 10:03 PM
Special Operating Schedules: Schedules that are special in nature are announced periodical through in-station announcements and mass media. For instance: schedules for Holy Week or free rides during Independence Day
Contact Particulars
For technical information and inquiries regarding LRTA system requirements and spare parts, please contact the following: For LRT Line 1 System: Engineering Division Engineering Building, LRTA Compound, Andrews Avenue, Pasay City 1300 Metro Manila, Philippines Tel. Nos.: +63 2 853-0041 to 60 local 8761 / 8763 Fax: +63 2 854-0981 For LRT Line 2 System: Operations and Maintenance Department LRTA Compound, Marcos Highway, Santolan, Pasig City Metro Manila, Philippines Tel. No.: +63 2 647-3447 Fax No.: +63 2 647-3449 For other business related inquiries, you may reach the Business Development Unit at the following address: Business Development Unit Administration Building, LRTA Compound, Aurora Boulevard, Pasay City 1300 Metro Manila, Philippines Or through the following numbers: * +63 2 853-0041 to 60 locals 8380 / 8381 * +63 2 551-6334 You may also reach the Line 2 o ce Business Development Unit through the following email address: bdu_line2@yahoo.com lrtamain@lrta.gov.ph
For MRT 3 Metro Rail Transit Corporation (MetroStar Express): MRT 3 Depot., North Avenue cor. EDSA North Triangle Area, Quezon City
Important
Concerns about tickets If ticket is used to exit in the same station after thirty (30) minutes from entry or used to exit the system after one hundred twenty (120) minutes from entry, the passenger is required to buy another ticket. Tickets that are scratched, folded, written-on or exposed to magnet are considered damaged. Penalty for damaged tickets is 9.00 Pesos. For SV tickets, passenger surrenders the damaged ticket to the station's booth who shall ll up a Ticket Incident Report (TIR) so that the ticket could be analyzed for its remaining value. The passenger shall be given the blue copy of the TIR which will be used when claiming for the remaining value of the ticket ve (5) days after ling of the TIR.
Important
Not Allowed in MRT and LRT Stations and Trains Opened cans of beverages, beers and juices; Gift-wapped or closed packages (however, passengers may opt to open the package for inspection by guard to be allowed entry); Inated balloons; Bulky objects or luggage; and Any quantity of: Gasoline, Kerosene, diesel fuel, LPG's or similar products Lighter uids, lacquer, thinner or paint Hydrochloric, muriatic or other harmful acids Pesticides, insecticides or other poisonous chemicals
Total Ridership 2009 2008 110.17 138.04 45.54 58.59 112.97 149.58
With MRT's reputation of having consistent high-volume tra c, placing non-traditional advertisements within and outside the train stations guarantee brand exposure. However, brand exposure is not validated by just being seen. Your product or service must be seen by the right target market.
Highest Month Ridership 2009 Month 2008 Month 13.28 July 12.56 September 5.83 July 5.57 September 13.46 July 13.19 July
Lowest Month Ridership 2009 Month 2008 Month 10.18 April 9.73 March 3.68 April 4.19 March 10.88 April 11.18 March
2007
Just because March and April has the lowest ridership in the calendar it doesn't mean investing for an ad space will go to waste. Both months fall into summer season, and when it's summer people either stay at home, on a vacation, or go to malls. But don't get disappointed. Each station caters to a certain demographic that you can reach during summer. Luckily, majority of the train stations is a walking distance to shopping malls and other recreational, amusement Araneta Center, and TriNoma.
2006
Top 3 Highest Monthly Ridership MRT 3 MONTH LRT 2 MONTH 9.84 Aug./Jan. 4.48 August 9.71 March 4.32 December 9.53 December 4.28 November 10.76 July 10.70 December 10.36 September 12.56 September 12.51 November 12.50 October 5.00 July 4.88 September 4.67 October 5.57 September 5.45 July 5.30 August 5.83 July 5.75 August 5.27 September
LRT 1 MONTH 11.94 March 11.76 January 11.68 November 12.74 October 12.54 July 12.36 December 13.19 July 13.10 October 12.84 September 13.46 July 13.11 March 12.89 January
2007
2008
2009
Months with higher number of passengers: July, August, October, November, and January. Months with neither high nor low passengers: March, September, and December. Months with lower number of passengers: April, February, May, June.
2007
2008
2009
Reminder: For experienced media planners, basing passengers' tra c by month alone cannot drive full pro tability potential. Knowing your passengers' demographic and lifestyle is also a subject when formulating a marketing and advertising plan: sending the right message to the right people at the right time and medium.
Passenger Demographics
Passenger Demographics
Passenger Demographics
The Facts:
MRT Blue Line Majority of riders in MRT are between 25 and 49 years old, while MRT riders are predominantly white and blue collar workers LRT Yellow and Purple Lines LRT are skewed towards the younger age group: LRT 1 Yellow Line, between 15 to 24 years old while LRT 2 Purple Line, between 15 to 24 years old, and again on ages 50 and up. LRT 1 riders are more likely students, while LRT 2 riders are largely composed of students and entrepreneurs.
Passenger Demographics
Ridership Anatomy: MRT riders cater to the white and blue collar workers because it is the main thoroughfare that passes two business districts in Metro Manila, which is Makati and Ortigas Center. And aside from being the drop-o station for the business districts, MRT also happen to be nearby major recreational centers like shopping malls and various socio-political establishments. Of all the train lines, MRT stations has the most populated passengers -- to the point of congestion during rush hours. Students rule in both LRT Trains simply because both Yellow and Purple Lines are adjacent to major schools in Metro Manila, for example Dela Salle University, an Ivy League university that is just below it and the University Belt (University of the East, Centro Escolar University, Far Eastern University, etc.) in Doroteo Jose Station, which is an interconnection between the trains. However, with the erection of the Purple Line, enterprising commuters no longer take road vehicles to get to Avenida, Divisoria (the bargain capital of the Philippines), or Gilmore (bargain center for computers and its accessories). They would simply drop o to Recto or Gilmore Stations.
Passenger Demographics
Ridership Anatomy: Weekdays is the busiest... for a working commuter or a student passenger, Mondays thru Fridays are the days they take the LRT or MRT to go to work or school. On the average, a train passenger takes 4 train rides in a week.
Passenger Demographics
Passenger Demographics
For all train lines, the following peak hours are as follows: Morning 7:00am to 9:45am, which could extend by 10:00am Evening 5:30pm to 7:00am, which could extend by 8:00am
Passenger Lifestyle
When Nielsen randomly asked a thousand of respondents about their lifestyle particularly their recreational activities. 83% of them like gluing themselves in front of the television and channel surf. It also shows that transit commuters enjoy culinary activities (14%), engage in sports particularly in Basketball (13%), and listen to music (12%), which is in fact, while on travel, listens to their Ipods or MP3 players. Train riders are more likely to go to malls to unwind or shop and dine out. This is obviously reasonable as most of the shopping centers in Metro Manila are nearby or in what Filipinos call mall-in-station, a train station that connects and allows passenger entrance and exit to shopping malls: MetroPoint -- EDSA Taft Station; SM Makati -- Ayala Station; Starmall, Edsa Shangri La Plaza, and EDSA Central -- Shaw Station; TriNoma -- North Station. The study also indicated that train riders are physically conscious, information and technology-driven (computers, mobile phones, gadgets), movie fanatics and cautious buyers taking pride for quality over price.
Passenger Lifestyle
Passenger Lifestyle
Passenger Lifestyle
Passenger Lifestyle
refer to Gallery (Appendix B). And even the vehicle doesn't get away with creative marketing; inside you'll see posters, ingenious handlers, radio spots and small LCDs to keep train riders busy while on travel. It targets a variety of consumer niche. High visibility and recall to train passengers. High level of audience reach and frequency. Guaranteed more savings. More room to experiment with ads.
Appendix B -- Gallery
BILLBOARDS
Display type: Billboard Dimensions: Various Ad Material: 17oz. Tarpaulin (black-out) Illumination: Front-lit
BEAM-WRAP
Display type: Beam-Wrap Dimensions: Various Ad Material: 17oz. Tarpaulin (black-out) Illumination: Ambient
FOXY-BANNERS
Display type: Foxy Banner Dimensions: 10ft. X 4ft. Ad Material: 17oz. Tarpaulin (black-out) Illumination: Ambient
Display type: Outdoor Station Wall Column Ad Dimensions: 15ft. X 5ft. / 8ft. X 3ft. Boni: 15ft. X 5ft. Taft: 8ft. X 3ft. Ad Material: Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM (Mactac) Illumination: Ambient
Display type: Pier Column Banner (PCBN) D im e n s io n s : 1 5 ft. X 3 ft. / 1 2 ft. X 3 ft. / 9 ft. X 3 ft. Ad Material: Tarpaulin Illumination: Ambient
Display type: Pier Column Billboard (PCBB) Dimensions: 5ft. X 20ft. / 6ft. x 23.5ft. / 6ft. x 24ft. Substrate: Tarpaulin Illumination: Ambient
Display type: Station Vicinity Banner Dimensions: 12ft. X 2ft. Ad Material: Tarpaulin Illumination: Ambient
TRI-VISION
Display type: Trivision Dimensions: 10ft. X 30ft. / 12ft. X 24ft. Ad Material: Outdoor Sticker with UV Lamination Illumination: Floodlights 6-9 pm (EO. 477 sec 18)
STAIRWAY ROOF AD
Display type: Stairway Roof Ad Dimension: depends on ad design Ad Material: depends on ad design Illumination: depends on ad design
STATION MURAL
Display type: Station Mural Dimension: On File Ad Material: Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM Illumination: Ambient
WINDOW AD
Display type: Window Ad (Buendia Mezzanine) Dimensions: 9ft. X 5ft. Ad Material: Photographic Tarpaulin Illumination: Ambient
INDOOR AD
ELEVATOR WRAP
Display type: Elevator Wrap Dimensions: Various Ad Material: Photographic Sticker with UV Lamination Illumination: Ambient
ESCALATOR AD
Display type: Escalator Ad Dimensions: On File Ad Material: Mactac - Monomeric Calendered Vinyl JT 5829P / JT 5829 PM Illumination: Ambient
Display type: Escalator Frame Dimensions: 5ft. X 3ft. (3) Ad Material: Photographic Flex Illumination: Back-lit 6-9pm (E.O. 477 sec. 18 )
Display type: Floor Decor Graphics Ad (Platform) Dimensions: 3ft. X 6ft. Ad Material: Polymeric Calendered Vinyl JT 5929 PM with Mactac PF6300 Textured Laminating Film Illumination: Ambient
FLOOR GRAPHICS
Display type: Floor Graphics Ad Dimensions: varies on location Ad Material: Polymeric Calendered Vinyl JT 5929 PM with Mactac PF6300 Textured Laminating Film Illumination: Ambient
Display type: Indoor Station Wall Column Ad Dimensions: 17ft. X 5ft. / 15ft. X 3ft. Ad Material: Monomeric Calendered Vinyl JT 5829 P / JT 5829 PM Illumination: Ambient
INTERIOR CANOPY AD
Display type: Interior Canopy Ad Dimensions: 4.25ft. X 29ft. / 4.25 ft. X 16ft. Ad Material: Monomeric Calendered Vinyl JT 5829 P / JT 5829 PM Illumination: Ambient
YELLOW LANE AD
Display type: Yellow Lane Ad Dimensions: 0.625ft. X 200ft (Ad Space) Ad Material: Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM Illumination: Ambient
Display type: PW (Lightbox) Dimensions: 5ft. X 10ft. Ad Material: Photographic Flex Illumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-A
Display type: Type-A (Lightbox) Dimensions: 5ft. X 10ft. Ad Material: Photographic Flex Illumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-B
Display type: Type-B (Lightbox) Dimensions: 5ft. X 10ft. Ad Material: Photographic Flex Illumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-C
Display type: Type-C Convex Ayala Dimensions: 5ft. X 3ft. Ad Material: Photographic Flex Illumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-D
Display type: Type-D (Lightbox) Dimensions: 5ft. X 10ft. Ad Material: Photographic Flex Illumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-E
Display type: Type-E (Lightbox) Dimensions: 5ft. X 3ft. Ad Material: Photographic Flex Illumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-DF
Display type: Type-DF (Free-Standing Lightbox) Dimensions: 5ft. X 10ft. Ad Material: Photographic Flex Illumination: back-lit from 6-9pm (E.O. 477 sec. 18 )
TYPE-EF
Display type: Type-EF (Free-Standing Lightbox) Shaw Blvd. Dimensions: 5ft. X 3ft. Ad Material: Photographic Flex Illumination: back-lit from 6-9pm (E.O. 477 sec. 18 )
TICKET WINDOW AD
Display type: Ticket Window Ad Dimensions: various Ad Material: Photographic Laminated Sticker Illumination: Ambient
TURNSTILE AD
Display type: Turnstile Ad Dimensions: 12ft. X 1ft. (Refer to ad spaces for die cut portion) Ad Material: Monomeric Calendered Vinyl JT 5829 P / JT 5829 PM Illumination: Ambient
CONTROL BOOTH AD
Display type: Control Booth Ad Dimensions: on le Substrate: 17oz. Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM Illumination: Ambient
Display type: Indoor Wall Mural Dimensions: on le Substrate: 17oz. Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM Illumination: Ambient
SPECIAL EXECUTION
Per Arrangement
EVENTS
Per Arrangement
Display type: Roll-up Door Box Dimensions: on le Substrate: 17oz. Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM Illumination: Ambient
INDOOR BEAM AD
Display type: Indoor Beam Ad Dimensions: 5ft. X 20ft. (Shaw) / 6ft. X 24ft. (Ayala) Ad Material: Photographic Flex Illumination: back-lit from 6-9pm (E.O. 477 sec. 18 )
Display type: Single-Face Billboard (Ayala) Dimensions: 4ft. X 12 ft. Ad Material: Photographic Flex Illumination: back-lit from 6-9pm (E.O. 477 sec. 18 )
WALL MOUNTED
Display type: Wall Mounted Ad (Taft, Ayala, and Shaw) Dimensions: 9ft. X 9ft. / 9ft. X 7ft. / 9ft. X 6ft. / 9ft. X 3ft. / 8ft. X 8ft. / 15ft. X 8ft. / 7ft. X 9ft. / 7ft. X 10ft. Ad Material: Tarpaulin 17 oz. - Blackout Illumination: Ambient
ENHANCED LIGHTBOX
Display type: Enhanced Lightbox Dimension: 7ft. X 10ft. Ad Material: Photographic Flex Illumination: Back-lit 6-9pm (E.O. 477 sec. 18 )
TRAIN ADS
TRAINWRAP
Display type: Train Wrap Dimensions: 1,475.28 sq. ft. (2 sides) Illumination: Ambient
TRAIN POSTER
Display type: Train Poster Dimensions: 32in. X 16in. Ad Material: Mactac - JT 5829P Illumination: Ambientmbient
Display type: Train Tube Cards Dimensions: On File Ad Material: Mactac - JT5829 Illumination: Ambient
Appendix B -- Gallery
Appendix B -- Gallery
Appendix B -- Gallery
Appendix B -- Gallery
EVENTS at MRT
Appendix B -- Gallery
Appendix B -- Gallery
Appendix B -- Gallery
Gondolas
Appendix B -- Gallery
Walkway Ad Arch
Appendix B -- Gallery
INTERIOR WRAPS
Appendix B -- Gallery
RAIL HANDLERS