Philippine Airlines appoints PHAR as Ancillary Revenue Partner across media assets

Philippine Airlines appoints PHAR as Ancillary Revenue Partner across media assets

Philippine Airlines, Inc. (PAL) sealed an agreement appointing PHAR—one of Southeast Asia’s leading providers of ancillary revenue services to transport and infrastructure industry—as a strategic partner to develop and bring to market its owned travel media assets. PHAR will manage advertising and marketing partnerships across multiple platforms, including in-flight entertainment, on-board activations, digital advertising on desktop and mobile, and airport lounge advertising among others.

The contract sees PHAR expand PAL’s traveler reach across international destinations, including Southeast Asia, and further enhances PAL’s passenger reach throughout the full ‘Connected Journey’.

“We are thrilled with the appointment. Our extensive work with airports, airlines and mass transit systems in SE Asia will allow us to create long term revenue streams across an integrated media offering for PAL. We are optimistic about making a significant revenue contribution to the PAL bottom line, while helping brands connect with travel audiences.” said Prem Bhatia, Managing Director – Asia of PHAR.

PAL Ancillary Business Unit Vice President Kevin Y. Hartigan-Go said, “It is an exciting time to work with PHAR, and we are confident they are best placed to develop our media platforms and create more value to every PAL traveler’s journey.” He also noted, “As we embark on our journey to become a 5-star airline, PAL partners with brands that share the same philosophy in service innovation and excellence. PAL remains focused on multi-channel advertising and co-branding strategies that provide passengers with world-class service and comprehensive modern experience.”

Celebrating its 76th anniversary, Philippine Airlines is Asia’s first airline and the Philippines flag carrier. As PAL centers in fleet modernization and route network expansion, passengers can travel across over 43 international and 30 domestic destinations.

Founded in 2011, PHAR is the leading specialist in transport and infrastructure media in Southeast Asia, managing assets across airports, airlines, mass transit systems and smart cities developments. PHAR has offices in Manila, Singapore, Kuala Lumpur, Jakarta, Bangkok, Ho Chi Minh, Bangalore and London.

 

Image: From left to right: PAL Chief Commercial Group Adviser Francis Bernard, PAL Ancillary Business Unit Vice President Kevin Y. Hartigan-Go, PHAR Managing Director for Asia Prem Bhatia, and PAL Ancillary Business Programs Management Assistant Vice President Alfred Joseph J. Montemayor



Prem Bhatia speaks at MSAP's Media Congress

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Prem Bhatia speaks at MSAP's Media Congress

In the country’s biggest and largest gathering of media experts and practitioners – Media Congress 2017, PHAR’s Prem Bhatia spoke about the the growing adex domination of digital media, how the other various media are being affected, and how mediums are future-proofing itself.

Prem was defending Transit Media and specifically how airlines, airports and mass transit systems (MRT / LRT) have evolved from plain vanilla OOH to a sophisticated media play across desktop, mobile and digital screens, with measurement and attribution playing an increasingly larger role in the years to come.

Examples he cited included the work being done by Transport for London, Seoul Metro, how airlines were using traveler profiles to effectively segment and bring in advertising dollars, how Jakarta’s new airport terminal was the first 100% digital airport environment ever, and how Light Rail Manila was using DOOH , Wi-Fi and their retail environment to complete the path to purchase.

The Media Congress took place in Baguio City Philippines, from September 6 to 9, 2017.

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Coca-Cola's "LRT-1 Central Station Domination", created by PHAR, bags Bronze at ICE Awards

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Coca-Cola's "LRT-1 Central Station Domination", created by PHAR, bags Bronze at ICE Awards

At the recently concluded Media Congress ICE Awards 2017 in Baguio, Starcom Mediavest Philippines won the Bronze for Coca-Cola’s Station Domination campaign.

The campaign focuses on the LRT-1 Central Station, dominated by the beverage giant’s iconic bottle, and red and white color scheme. Launched in June 2017,
Coca-Cola has dominated the landscape of the LRT-1 station, including stairwells, floor, benches, digital screens and trains (see pictures below). This
campaign goes hand-in-hand with the upgrades that Light Rail Manila Corp (LRMC) has implemented as part of their station improvement program, including the installation of new security systems, lighting, repaired ceilings and roofs, as well as painting works. 

All ICE Award campaign entries went through strict screening processes, and the judging was based on three parameters: ICE – Insights, Creativity, and Effectiveness. In the end, Coca-Cola’s Station Domination campaign, joined the ranks of equally outstanding campaigns for Oreo, Colgate, McDonald’s and Huawei.

“Starcom is thankful for its partnership with PHAR for helping realize one of the most ambitious and spectacular outdoor displays in the country, Coca-Cola LRT-1 Central Station Domination. Being awarded a Bronze ICE Award for this undertaking is worth all the challenges that we went through in turning this vision into a reality. Thanks PHAR for all your support!” said Starcom Mediavest Group Philippines, Inc. Media Director, Cris D. Cepeda. 

“The ICE award is an amazing bonus for all the hard work the teams involved put in over a six month period. What brings us fulfillment is the fun and energy we get to bring to our commuters every single day.” said PHAR Philippines, General Manager,
Patricia Sison.

Media Specialists Association of the Philippines’ (MSAP) ICE Awards recognizes
media agencies, networks, and publishers for exemplary works in media thinking and communication.

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PHAR SECURES LANDMARK PARTNERSHIP BETWEEN ACCENTURE AND BRITISH TRIATHLON

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PHAR SECURES LANDMARK PARTNERSHIP BETWEEN ACCENTURE AND BRITISH TRIATHLON

Accenture has signed a four-year sponsorship agreement to become a lead partner of British Triathlon, in a deal brokered by PHAR.

The unique partnership will see the leading global professional services company work hand-in-hand with the sport’s world-class athletes and coaches. The two organisations will also promote inclusion and diversity through the expansion of a new mixed relay format of triathlon.

Accenture is now an Official Partner of British Triathlon’s Elite Teams. The organisations will work closely to improve elite triathlete performance in the run-up to Tokyo 2020 by applying new technologies across the sport’s world-class Olympic and Paralympic programmes.

Accenture will also be the Official Innovation Partner and Official Mixed Relay Partner, a format that British Triathlon has big plans for following the recent announcement that it will debut at the Tokyo 2020 Olympic Games.

Commenting on the announcement, Marcus Wight, CEO of PHAR said, “We are really excited to be involved in such a significant partnership which we believe will become a ground breaking example of sponsorship at its very best. We have been working exclusively with British Triathlon on creating their strategy for approaching brands and to now have introduced Accenture and to be part of the relationship moving forward is very rewarding.“ 

Jack Buckner, CEO British Triathlon said “PHAR have played an integral role in securing our partnership with Accenture. We have been working exclusively with PHAR on creating our strategy for approaching brands and through their introduction we have now together created one of the most exciting and potentially impactful partnerships for an Olympic sport post 2012. We look forward to their continuing role in maximising this partnership and helping us to secure additional sponsors.”

Julian Skan, Senior Managing Director at Accenture, said: “We are extremely proud to partner with British Triathlon. Triathlon is a sport that fits perfectly with our focus on gender equality and disability inclusion, as well as promoting health and wellbeing. And nothing beats working together when you are striving for success, so we’ll support British Triathlon’s elite triathletes by applying new technologies with the aim of improving performance.”

The deal represents one of the biggest investments in British Olympic sport since the London 2012 Olympic Games. It’s a unique opportunity to build upon the sport’s success and create a platform to encourage active and healthy lifestyles through triathlon.

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Coke Studio Launches on LRT in Manila

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Coke Studio Launches on LRT in Manila

Following their recently launched Station Domination program at Central Station, Coca-Cola has launched the globally awarded "Coke Studio" at Central Station.

Top Filipino music talent including Reese Lansangan, Jensen and the Flips, BP Valenzuela, Autotelic, Gracenote, Ransom Collective, Franco, and Buddy Zabala feature in Coke Studio. 

PHAR and Coca-Cola worked together to transform Central Station into a haven for Filipino music aficionados, ensuring awareness for Coke Studio with 500,000 daily LRT passengers. 

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PERTAMINA 'MUDIK'

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PERTAMINA 'MUDIK'

In keeping with Indonesian traditions, Phar Partnerships celebrated Lebaran (which is the famous two day holiday in the Indonesian calendar) by creating some traditionally themed partnerships across the Pertamina petrol stations, named “Pertamina Mudik”.

Mudik is one of the largest temporary human migrations globally is the prevailing custom of the Lebaran where workers, particularly unskilled labourers such as maids and construction workers, return to their home town or city to celebrate with their families and to ask forgiveness from parents, in-laws, and other elders. This is known in Indonesia as mudik or pulang kampung (homecoming).

With millions of cars and motocycles travelling along Java’s northern coast road, Danone Indonesia were promoting their association with the traditional festivities through; 

-          T- banners and Poster site advertising

-          Offering free ‘Aqua’ water bottles

-          Offering free car wash’s and tyre pressure checks

-          Sales booths to promote various Danone products

-          Sales promotion girls were present in every SPBU in the northern coast roads

The campaign ran from 22nd – 29th June and reached over 1,000,000 cars during this time. 

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Rapid KL Launches CGC - Glenmarie Station Naming

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Rapid KL Launches CGC - Glenmarie Station Naming

CGC-Glenmarie has been announced as the 4th station to be named, launched as part of the wider Station Naming Rights Programme in Kuala Lumpur. As part of the 5 year deal, CGC will be able to demonstrate their new corporate branding which is present throughout the brand new CGC Glenmarie station, as well as engage and educate Rapid KL passengers about CGC’s unique service offering. Credit Guarantee Corporation Malaysia Berhad (CGC) is a limited company whose main objective is to play a developmental role in supporting the country’s economic development agenda by assisting marginal but potentially viable small and medium scale enterprises (SMEs). CGC facilitates SMEs access to financing through its guarantee schemes.

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LRMC Partners With Coca-Cola at LRT-1 Central Station

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LRMC Partners With Coca-Cola at LRT-1 Central Station

Beverage giant Coca-Cola and LRT-1 operator Light Rail Manila Corporation (LRMC) recently sealed a new partnership that will provide an enhanced commuter experience for passengers in LRT-1’s Central station.

This alliance made possible by PHAR Partnerships, LRMC’s exclusive ancillary revenue partner, is part of LRMC’s ongoing P65-billion Station Improvement Project which will refurbish all of the train line’s existing stations. Now, with Coke on board as LRMC’s first “Station Domination” partner, Central station will enjoy features and conveniences for the benefit of Manila’s LRT-1 riders.

“This ‘Station Domination’ initiative involves private companies contributing to LRMC’s ongoing efforts to improve the structure and facilities of all LRT-1 stations. Coca-Cola is the first partner in this program. We are excited about the initiatives that Coca-Cola will bring to Central station in helping facilitate a better riding experience for our passengers” said Rogelio L.  Singson, President and CEO of LRMC.

Through Station Domination, the LRT-1 Central station will be dressed up in Coca-Cola’s iconic bottle and red color. This new aesthetic goes hand-in-hand with the upgrades LRMC has implemented in the station which include the installation of LED lights, repaired ceilings, and refreshed painting works. Through this partnership, Coca-Cola will definitely be adding vibrance and energy to a commuter’s journey.

“As a global company, Coca-Cola has always been at the forefront of innovation – may it be through the new products we introduce in the market up to the ways we connect with people, particularly teens, every day.  We are excited to have partnered with LRMC in refreshing and reinventing the train ride experience of millions of Filipinos. We look forward to making the commute more fun and colorful for everyone here at Central Station,” Stephan Czypionka, Vice President for Marketing of Coca-Cola Philippines.

“This program is about private companies helping public utilities make for a better commuting experience. PHAR is delighted to have paved the way for the partnership between Coca-Cola and LRMC. When we started working on the “Station Domination” project, we were looking for a brand that has been intertwined with the Filipino DNA and we knew that Coca-Cola is that brand! The ulimate winner is the passenger – better station facilities and Coca-Cola’s ability to refresh and inspire passengers on a daily basis“ said PHAR Managing Director for Asia Prem Bhatia.

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AirAsia named world's best low-cost airline for 9th consecutive time

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AirAsia named world's best low-cost airline for 9th consecutive time

AirAsia has been named the World's Best Low-Cost Airline for the ninth time in a row at the 2017 Skytrax World Airline Awards.

The awards, known as the "Oscars of the aviation industry", was presented to Asia's largest low-cost carrier at a ceremony held at Musée de l'Air et de l'Espace, Le Bourget Airport in Paris on Tuesday.

AirAsia Group cabin crew head Suhaila Hassan, who has been with the company for 20 years, accepted the award, flanked by AirAsia ambassador David Foster and Brazilian football player Roberto Carlos at the ceremony that saw 71 awards being given away.

The airline was also named Asia's Best Low-Cost Airline in Asia.

"We are now nine times world champion. To put it into perspective, Brazil won the FIFA World Cup five times, Michael Jordan was NBA champion six times and Michael Phelps holds the record for most first place finishes at a single Olympics with eight gold medals," said AirAsia Group chief executive officer Tan Sri Tony Fernandes.

"We take the world champion title seriously and we will strive to continue to improve for both our guests and shareholders," he added.

He said over the last 15 years, the group has created a great brand and wants to move towards One AirAsia, a truly Asean community airline.

"We also want to recreate ourselves as a digital airline and use technology to drive more value," said Fernandes.

Meanwhile, AirAsia X, AirAsia's long-haul sister airline, bagged the World's Best Low-Cost Airline Premium Cabin and World's Best Low-Cost Airline Premium Seat awards for the fifth straight year.

The Skytrax Awards are the global benchmark of airline excellence with over 19.9 million customer surveys completed worldwide by more than 105 nationalities, measuring standards across 49 key performance indicators of an airline's frontline products and services.

AirAsia and AirAsia X have won a combined 25 Skytrax World Airline Awards since the awards were introduced in 2001.

AirAsia is Asia's largest low-cost carrier by the number of passengers carried, with an extensive network covering more than 120 destinations in 26 countries across Asia, Australia and New Zealand, the Middle East and the United States.

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Mixed Relay Triathlon added to Tokyo 2020 Programme

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Mixed Relay Triathlon added to Tokyo 2020 Programme

Triathlon Mixed Relays have been officially included on the programme for the Tokyo 2020 Olympic Games.

In August 2020, the Odaiba Marine Park in Tokyo will host the third triathlon event during the next Olympics, giving triathletes the possibility to earn another Olympic medal. The Mixed Relays will represent a catalyst on the promotion of women athletes within all NOCs around the world, as it completely fulfils the Agenda 2020 requirements.

Marisol Casado, President of ITU and IOC Member, said: “We are absolutely delighted with this decision. We’ve been pushing for the Mixed Relays to be included in the Programme for quite a long time, as it is an event that gives the sport something very important: a sense of team building. But most important, is an event that demonstrates that women and men can compete together but both are equally important to the success of the team

IOC President, Mr Thomas Bach, said: The fascinating new vents that we approved today, together with the five new sports that were added to the Tokyo 2020 programme last year, represent a step-change in the Olympic programme. I am delighted that the Olympic Games in Tokyo 2020 will be more youthful, more urban and will include more women”.

The Mixed Relays is one of the most thrilling events in triathlon, with teams of two men and two women completing each a short-course triathlon (300m swim, 8km bike, 2km run) before tagging off to their teammate to take over. With its rapid and unpredictable format, athletes love it and spectators enjoy it both onsite and on television, making it one of the most spectacular formats of the circuit.

With no extra athletes needed to be added to the Olympic Programme, and lots of extra excitement ensured, the Mixed Relays are also backed by triathlon fans and event organizers around the world. “It will be amazing if we could have two opportunities to get a medal at the Olympic Games,” said American Gwen Jorgensen. An Olympic winner herself in Rio 2016, she was one of the first triathletes backing ITU’s proposal of including the Mixed Relays on the Olympic Programme for Tokyo 2020. Hundreds of triathletes around the world, National Federations and Organizers of events have also joined the campaign.

“It was great to have the current Olympic champion Alistair Brownlee; Olympic silver medalist Jonathan Brownlee; ITU World Champion Non Stanford and current ITU World Champion Flora Duffy announcing this exciting news, as part of the athletes commitment with the gender equality policies we always support and encourage at ITU. We are proud that this message was given by our athletes to all the triathlon fans around the world, and also to the Olympic family”, said Casado.

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