When it comes to public transit authorities, revenue from the sale of advertising - a la bus ads, subway posters, rail cards, etc. - is one of the most effective ways to improve service and support the overall financial health of the transit system. SEPTA was no exception in its search for opportunities to create non-fare box revenues. As its media concessionaire, team Titan (me included) rose to the occasion, pitching SEPTA and AT&T a mutually beneficial Naming Rights Sponsorship, wherein the telecom giant would have year-round branding and ‘ownership’ of Pattison Station, in exchange for substantial compensation to the transit authority. We established an executable vision for the rebrand and the rest, as they say, is history. A groundbreaking, five-year, $5M deal was inked - the first of its kind for SEPTA, and a blueprint for subsequent station sponsorships (NRG, Jefferson, etc.). The agreement included station beautification, new digital displays, systemwide map updates, wayfinding signage, and an awareness campaign. Most importantly, “AT&T Station” built on SEPTA’s relationship with AT&T, which, at the time, was the only carrier providing underground wireless coverage.