Gap on MTA's MetroCard (Photo : MTA)

Gap is the first ever to grace the front of NYC MetroCard with advertisement.

Starting Sunday, the Metropolitan Transit Authority of New York began selling 125,000 MetroCards sporting front-facing Gap ads. “Be Bright NYC,” reads the pocket billboard, which further encouraged the subway riders to visit Gap’s newest flagship store on 34th Street & Broadway.

The Gap MetroCards will give its holders a 20-percent discount.

“There is no reason why the MTA shouldn’t put every resource it can toward helping its fragile finances,” said MTA Chairman Joseph J. Lhota.

The next full-face ad campaigns are expected to emerge in December and January, according to The Times.

“Opening up the front of MetroCards to advertising gives the M.T.A. a new source of revenue,” Lhota says.

“We will monitor public acceptance of ads going forward to ensure that it doesn’t interfere with use of the transit system.”

The MTA has sold ad spaces on the back of MetroCards since 1995.

With Gap as the first to purchase the front space of the cards, which were made available at 10 stations around New York City, selected according to their proximity to the flagship store and their high ridership, reports The New York Times.

Here are the stations where you can get the Gap-faced cards:
• 14 St-Union Square L N Q R 4 5 6
• 34 St-Herald Square B D F M N Q R
• 34 St-Penn Station A C E
• 34 St-Penn Station 1 2 3
• 42 St-Grand Central S 4 5 6 7
• 59 St-Columbus Circle A B C D 1
• 59 St 4 5 6 / Lexington Av N Q R
• 86 St 4 5 6
• Lexington Av E M
• Times Square-42 St N Q R S 1 2 3 7

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