MTA, New York oficjalnie sprzedał prawa do nazwy jednej z najbardziej ruchliwych stacjach metra w Brooklynie. Czy McDonald’s 42nd Street i Taco Bell 59th Street, Columbus Circle mogą być kolejne?
Barclays Center Atlantic Avenue / Pacific Street
Sprzedaż nazwy stacji metra była celem M.T.A. przez ostatnie pięć lat. Ale nikt nie był w stanie zapłacić aż do teraz.
Londyński bank, Barclay postanowił zainwestować w naming rights do przystanku na Atlantic Avenue / Pacific Street. Umowa została zawarta w lipcu 2009 i jest warta $4 miliony.
Już wkrótce wszystkie stacje metra w centrum Brooklyn będą miały dodane do nazwy Barclays Center.
Logo Barclays Bank
Dlaczego brytyjski bank ze swoją siedzibą na Manhattanie ma swoją nazwę stacji metro na Brooklynie?
Barclays Center to nazwa stadionu budowanego w ramach projektu Atlantic Yards, który będzie gotowy w ciągu najbliższych kilku lat. Developer inwestycji, Forest City Ratner, zgodził się zapłacić władzom transportu 200.000 dolarów rocznie przez następne 20 lat, aby zmienić nazwę jednej z najstarszych i najbardziej uczęszczanych stacji w dzielnicy. Ma to pomóc w sfinansowaniu $4.9 bilionowego projektu inwestycyjnego.
Coca-Cola 59th Street-Lex? Pepsi 5th Avenue-53rd?
Jeśli jedna firma może zakupić prawa do zmiany nazwy stacji metra, to co będzie dalej? Coca-Cola 59th Street-Lex? Pepsi 5th Avenue-53rd? — pyta New Yorker na swojej stronie.
M.T.A. widzi w ofertach reklamowych tego typu szansę zwiększenia dochodów dla systemu tranzytowego.
“To zawsze kwestia równowagi pomiędzy naszymi potrzebami w zakresie przychodów i możliwościami zagospodarowania przestrzeni publicznej,” powiedział rzecznik MTA Jeremy Soffin dla New York Times.
Przemyślana strategia
Ale to, że firma chce sobie kupić prawo do wystawienia marki na stacji metra, nie oznacza, że reklamy będą działać na jej korzyść. Nikt nie przeznaczy pieniędzy na zakup reklam, które nie ma sensu.
“Aby być skutecznym, widz musi zrozumieć znaczenie umiejscowienia reklamy” mówi ekspert w dziedzinie brandingu, Allen Adamson. “Jeśli zmienimy nazwę przystanku na 59th i Lex Street na przystanek McDonald’s to nie będzie działać. Nie sądzę, aby to do siebie pasowało”
New York metro
Co na to Nowojorczycy
Na blogu Barbary Weibel komentatorki życia w Nowym Jorku czytamy:
“Nasuwa się pytanie, czy podróżowanie po NYC nadal będzie miało ten autentyczny smak Nowyego Jorku, gdy kierowca będzie zapowiadajać “McDonald’s Big Mac Lincoln Center” lub “Yahoo! Rockefeller Center”.
Podróżny na stacji metra Atlantic Avenue, Nick Desio, 53, pracownik Citigroup, który dojeżdża z Long Island, powiedział:
“Mogą je nazywać jak tylko chcą, tak długo jak mój pociąg będzie na czas”
Barclays w 2012
Zmiana nazwy Barclays jest planowane na 2012 r. zgodnie z otwarciem nowej areny. Forest City Ratner zapłaci za nowe oznaczenia, a MTA powoli będzie nanosiło zmiany nazwy na mapy miasta po otwarciu stadionu. Barclays wykupił prawa do nazwy centrum sportowego za $400 mln na 20 lat.
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