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PHAR brokers partnership between British Swimming and UP&GO


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British Swimming has signed a three-year deal with UP&GO, who will become their Official Breakfast Partner from 17th July 2019.

British Swimming, the national governing body for aquatics in the UK, oversees Swimming, Para-Swimming, Diving, Artistic Swimming and Water Polo. Responsible for the aforementioned five sports at an elite level, British Swimming sends representative teams to major international championships, implementing performance programmes to help deliver medal winning performances at junior and senior level.

The organisation also delivers a number of major events every year, ranging from national championships to major showcase international meets such as the World Para-Swimming Championships, which will take place on Queen Elizabeth Olympic Park in September.

UP&GO is a core brand of Life Health Foods which launched in the UK in 2015. Providing a convenient and nutritious breakfast solution for busy people on-the-go, UP&GO responds to a growing consumer demand for healthier, on-the-go solutions. UP&GO is a delicious milk & oat-based drink that is high in protein, calcium and fibre and fortified with vitamins and minerals. UP&GO is the fastest growing major breakfast drinks brand in the UK and is widely available in the cereal aisle of all major Grocers.

Another important element of the partnership will involve working closely with Becky Adlington’s SwimStars; a national learn to swim programme designed for all children aged 3-11. The programme teaches children to become competent, confident swimmers who could then make the transition to a swimming club or simply enjoy being active in the water. At present 12,000 children are involved in the programme each week and the plan is to expand this figure over the next three years with the support of UP&GO.


The deal was brokered by PHAR on behalf of their client UP&GO. Marcus Wight, CEO, PHAR, commented on the deal:

“It is the perfect example of what PHAR is about, creating a long term partnership that allows our client to tell their story with interesting content and using a range of digital platforms to provide the reach. It is a partnership that will benefit all parties as UP&GO spreads the message about the benefits of swimming to a wider audience.”   


Of the partnership British Swimming Chief Executive, Jack Buckner, said:

“We are absolutely delighted to have signed a partnership with UP&GO, whose values align closely with those of British Swimming. Aquatics sports are notorious for their early starts, with training sessions often taking place before most people are even out of bed; having a partner who can offer quick but high quality fuel will be of real benefit to our British stars.”

 

 Chris Laidlaw, CEO of Life Health Foods, said:

“We are extremely proud to have partnered with British Swimming and with Becky Adlington’s Swim Stars. We are passionate about inspiring & enabling as many people as possible to make the most of their mornings and enjoy the benefits of leading a healthy, active lifestyle. As an on-the go- drinks brand, a key aim of ours is to reduce breakfast skipping. We want to help people start their day in the right way.”


Becky Adlington OBE, double Olympic champion, added:

I’m delighted to be partnering with UP&GO to activate their partnership with British Swimming.  As well as being a wonderful family-oriented sport, swimming is such an important life skill for children and adults alike and I’m very passionate about encouraging all Britons to learn to swim.  I look forward to helping bring this partnership to life!”

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Prem Bhatia on Creating Non-Fare Box Revenue Streams

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Prem Bhatia on Creating Non-Fare Box Revenue Streams

PHAR’s Managing Director for Asia, Prem Bhatia spoke at the Philippine Railway Expansion and Technology Summit in Manila on June 20th.

The event brought together local and international stakeholders, government offices, operators and solution providers to discuss the current rail sector development’s progress in the country, and the multiple challenges it entails.

Prem spoke about how developing non-fare box revenue streams could serve the 1.3m people that travels on trains in Manila. Prem shared global best practices across MRT’s in Tokyo, the UK, Hong Kong and Singapore and their approaches to non-farebox revenue generation, including but not limited to how Property, Payments, Data and Advertising are the cornerstones of non-fare box revenue, and the increasing role technology plays in getting the various elements to work together.

TUBE, Manila’s first in-train passenger information + entertainment system was also unveiled as July marks the launch of TUBE’s debut across all 3 lines in Manila.

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PHAR helps deliver fastest-ever selling EPCR Finals weekend

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PHAR helps deliver fastest-ever selling EPCR Finals weekend

Earlier this month we celebrated our work with EPCR in helping to deliver the fastest-ever selling EPCR Finals weekend.

The sell-out Heineken Champions Cup Final saw Saracens emerge triumphant for their third European title in four years, whilst in the Champions Cup Clermont Auvergne bested La Rochelle in what was a record attendance for a UK-based European Challenge Cup Final game.

Since the 2016/17 season PHAR has been EPCR’s exclusive media agency.

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TUBE: MANILA’S FIRST IN-TRAIN TV NETWORK, LAUNCHED!

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TUBE: MANILA’S FIRST IN-TRAIN TV NETWORK, LAUNCHED!

Starting early April, train commuters of LRT-1, LRT-2, and MRT-3 in Metro Manila can expect exciting changes in their daily commute. Like Singapore, Hong Kong and Tokyo, Manila too will have its own Passenger Information System mounted in-train. Over 1,000 screens are being installed across the train system in the NCR. The system is called TUBE – Manila’s First In-Train TV Network.

TUBE is a real-time Passenger Information System which has been patented in the Philippines. The GPS-triggered system lets riders know what station is the next stop, when there is an emergency, or if there is any disruption to the train service. TUBE comes equipped with CCTV which will help train operators with real-time congestion information, as well as incident reporting.

"With the system from TUBE, an easier and more comfortable commute awaits LRT and MRT passengers as this new technology will keep them abreast with real-time information and other vital train service information apart from keeping them entertained. This improved technology works parallel with the mission of LRTA to give Filipino commuters an enhanced mobility and world class transport system", LRTA Administrator Reynaldo Berroya stressed.

Aside from providing basic information to passengers, what makes it thrilling is that commuters will also be treated to news, weather reminders, traffic updates, and exclusive short form videos created by some of the best local content creators in the Philippines.

“In this digital age where information is key, TUBE will become an integral partner of the DOTr-MRT3 in serving our passengers by enabling us to rapidly cascade the latest information on line operations and other important announcements. With this technology, not only will it help uplift train riders' commuting experience, but it is a small step towards modernizing our railway system” added DOTr-MRT-3 General Manager Rodolfo Garcia.

“TUBE is going to change the rules of engagement as far as media consumption is concerned. With 1.3 million passengers commuting every day, TUBE rivals the major television channels’ reach in the NCR. We work extensively with governments and transport operators in Asia and we can quite confidently say that TUBE is the best passenger information system we have seen. Sprinkle some cutting-edge content creators and you have something special in the making.” said Prem Bhatia, Managing Director Asia of PHAR Partnerships.

TUBE was officially launched on March 27 at an exclusive event at Penthouse 8747 in Makati. It was graced by advertising agencies, clients, media, content creators and PHAR partners. TUBE is currently installed in all LRT-2 and MRT-3 trains, and by July 2019 TUBE will be installed on the LRT-1 line as well.

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FIRST EVER EXPRESSWAY NAMING RIGHTS PROGRAM LAUNCHED WITH MCX

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FIRST EVER EXPRESSWAY NAMING RIGHTS PROGRAM LAUNCHED WITH MCX

This first-of-its-kind Naming Rights Program is an opportunity for brands that want to provide an unparalleled experience to the driving public. The MCX, operated by Ayala Infrastructure, has fundamentally changed how people access the SLEX and beyond. The MCX also saves PHP 400 million of fuel and PHP 1.3 billion man-hours of travel every year.

With total branding domination and bespoke activation, this is a 10-year program for brands and companies that truly want to contribute to easing the traffic woes in Metro Manila.

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PHAR Insights conducts market research for The Science Museum

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PHAR Insights conducts market research for The Science Museum

PHAR Insight worked with The Science Museum to carry out brand research to support the Corporate Relationships team in building high-value partnerships with the commercial sector and realise the full potential from its stature as one of the world’s most important and respected institutions.

PHAR designed a comprehensive programme of research and analysis, analysing the value of the Science Museum’s assets and also conducting original research into the values associated with the Science Museum – and attitudes towards the benefits created for individuals and for the UK economy from advancing the STEM subjects for which the Science Museum provides both inspiration and a world-class learning resource. 

The unique insights from this research and analysis are now used by the Corporate relationships team to provide a compelling evidence base that help to demonstrate the value of partnership with the Science Museum for potential partners.  

“The Science Museum has worked with many leading sponsors and partners over the years, leading the way in the museum sector,” commented Penny Canepa-Anson, Associate Director of Development at The Science Museum.  “The in-depth programme of research and analysis designed by PHAR Insight has provided us with strong evidence for our partners on where our points of strength and differentiation lie and enabled us to strengthen our case for partnership. It is widely used by the team and has strengthened our understanding of the value of our brand and our assets internally as well as externally.”

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Up&Go Enjoys Highest-ever Sales Levels Following Appointing PHAR to its Media Account

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Up&Go Enjoys Highest-ever Sales Levels Following Appointing PHAR to its Media Account

Up&Go, the UK’s fastest-growing breakfast drink, has enjoyed its highest-ever sales levels following its appointment of PHAR to its media account in 2018.

Appointed following a competitive pitch process, PHAR put together a media plan designed to support both the core Up&Go brand and also the launch of Up&Go Energize, a new high-protein breakfast shake. Built primarily around targeted social and digital media and tactical out of home locations, the campaign helped position Up&Go to families and generated rapid awareness and profile for the new Up&Go Energize brand.

Sales responded quickly to the media choices selected, leading to the strongest sales performance achieved since the product’s launch in 2015.

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“We were really excited by what PHAR would be able to help us achieve when we first appointed them,” said Chris Laidlaw, CEO of Life Health Foods. “They put some real thought and intelligence into creating a plan that would effectively & efficiently put our brands in front of the right consumers at the right time. And the results speak for themselves – we are really impressed and look forward to continuing to working with PHAR into 2019.”

A new campaign for 2019 is now under way, looking both to build on the platform achieved in 2018 and also to refine the media strategy further through applying the learnings from the first campaign.

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PHAR launches PAL’s Programmatic Publisher Trading Desk

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PHAR launches PAL’s Programmatic Publisher Trading Desk

Customized targeting, dynamic and cost-efficient – PAL introduces its newest digital advertising platform.

Since its appointment on 2017 as the ancillary revenue partner of PAL, PHAR Partnerships has been enhancing touchpoint options for top of the line brands.

For the first time ever in the Philippines, an airline has the ability to target passengers based on their search and booking data on the PAL website or mobile app. This includes: post-search, post-booking, pre-departure, at the airport, and upon arrival at destination. With its customizable real-time dashboard, PAL retargeting is certain to give advertisers regular visibility of campaign results. 

Launched Q4 of 2018, clients welcomed it positively, with brands coming from industries across insurance, banking, telcos, lending and retail.

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Shiseido reveals plans for dazzling art installation at Jewel Changi Airport

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Shiseido reveals plans for dazzling art installation at Jewel Changi Airport

Singapore, Shiseido is to create a “multisensorial” art installation at Singapore’s Jewel Changi Airport.

The cosmetics company announced a partnership with the airport and art collective teamLab this morning at the TFWA World Exhibition in Cannes, at a special workshop about the fast-growing Japanese Beauty category. The event was organised by Shiseido Travel Retail and chaired by The Moodie Davitt Report President Dermot Davitt.

The art project, ‘S E N S E’, is inspired by an appreciation of nature in Japanese culture, Shiseido said. The interactive art installation will use digital technology to allow visitors to explore the Japanese sense of beauty through art as they embark on the walking trail, surrounded by the Forest Valley, one of Singapore’s largest indoor gardens.

S E N S E will form part of the new Jewel Changi Airport complex, scheduled to open in 2019. Jewel will be a mixed-use complex, which will include a five-storey indoor garden, play attractions, shopping and dining options, a hotel, and facilities for airport operations with a total floor area of about 137,000sq m. The retail element of the project will have about 280 tenants.

Shiseido Travel Retail President and CEO Philippe Lesné said: “This is a momentous occasion for Shiseido and it is an honour to be part of such a truly inspiring project with teamLab and Jewel. This partnership links to our strategic approach to create more meaningful and engaging experiences for our customers, beyond the realms of traditional retail.

“Beauty is so closely related to people’s lives and feelings, with the ability to bring happiness, energy, confidence and so many more positive emotions. As a brand, Shiseido is perfectly captured within the Forest Valley experience.”


Jewel Changi Airport Development Chief Executive Officer Ms Hung Jean said: “Jewel is excited to collaborate with Shiseido and teamLab on this special, awakening art installation that will transcend boundaries of the senses, art, culture and beauty in a single experience.

“A key vision of Jewel is to be a one-of-its-kind tourist destination that will attract travellers from all around the world to Singapore and we believe this partnership will create a unique emotional experience for everyone visiting Jewel.”

Of its creation, a teamLab spokesperson said: We are excited to work with Jewel and Shiseido to create this magnificent project. teamLab aims to explore a new relationship between humans and the world through art. The artwork transforms due to the presence of humans, and this in turn, changes and redefines the relationship between people in the same space.

“By making people part of the work through interactivity, this installation creates an experience that transcends and blurs the boundaries between people and the artwork, and between the self and others.”

Source: ©The Moodie Davitt Report

Signing ceremony: From left to right, Shiseido Chief Brand Officer Yoshiaki Okabe; Jewel Changi Airport Development CEO Hung Jean; Shiseido Group President and CEO Masahiko Uotani; and Shiseido Travel Retail President and CEO Philippe Lesné

Signing ceremony: From left to right, Shiseido Chief Brand Officer Yoshiaki Okabe; Jewel Changi Airport Development CEO Hung Jean; Shiseido Group President and CEO Masahiko Uotani; and Shiseido Travel Retail President and CEO Philippe Lesné

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