The Yamaha Monumento station has become a staple among the lives of Filipino commuters, particularly the more than 300,000 daily passengers of the Manila Light Rail Transit. Recently, the station has undergone a revamp with the motorcycle brand’s new theme: “Play Your Tough” in tow.
The station serves the southern portion of Caloocan and is named after the most famous landmark within the vicinity, the Monumento Circle.
Since 2018, the station has showcased Yamaha’s signature lineup as the former has partnered with Phar Philippines and the Light Rail Manila Corporation (LRMC), a collaboration that was renewed in 2021 and will continue through 2025.
In fact, Yamaha is the first company to have a long-term investment in the LRT-1 station. In turn, it is dedicated to driving the standards for the facility, its security, and quality of service for the public.
“The Yamaha Monumento Station was first launched way back in February 2018 before the pandemic with the goal of sustaining the brand presence in the everyday lives of Filipino commuters,” YMPH President, Hiroshi Koike said during his speech during the relaunch held at the actual station one weekday morning.
The motorcycle company first started with the “We are Mio Unstoppable” campaign.
“Now, we anchor the design concept with Mio Gear’s ‘Play Your Tough’ campaign, relating to everyone’s challenge to stay tough,” he continued.
The updated Yamaha ‘Play Your Tough’ Campaign designs now envelope the station which includes a giant Yamaha Mio Gear Installation. Trains are likewise adorned with wrapped ‘Play you Tough’ visuals.
The Yamaha Mio Gear AT model is built for the rigors of everyday urban riding. Furthermore, with the advocacy, “everyone is encouraged to push through every challenge, master the hustle and forge your way to an unbreakable lifestyle.”
Aside from Kioke, the relaunch event was attended by YMPH Sales and Marketing Division Head, Shinsuke Iida; Sales Senior General Manager, Romeo Tan; Marketing Section Manager, Toni Acuesta; LRMC Head of Operation, Andrea Mellind Madrid, the media and motovloggers.
They were all able to experience a train ride from Yamaha Monumento Station to 5th Ave.
