Medium Rare Content Agency and PHAR Partnerships Launch New Commercial Sponsorship Brand 17Hands

Medium Rare Content Agency today announced it has joined forces with commercial sponsorship specialists PHAR Partnerships to launch a new commercial sponsorship brand 17Hands.

17Hands combines Medium Rare Content Agency’s expertise in creating brand stories and commercialising content with PHAR’s global footprint and proven ability to maximise sponsorship opportunities.

Head of 17Hands at Medium Rare Content Agency Chris Joy said they are focused on verticals that are often underutilised commercially including the transport, leisure, retail, mobility and education sectors. 

“This is not just about sponsorship, it’s about transformation. We want to bring innovation and creativity to sectors that haven’t traditionally embraced sponsors. 17Hands is the bridge between untapped potential and brand opportunities,” he said.

PHAR Partnerships has been developing and implementing these new types of brand partnerships globally for the last 12 years with examples including the Santander London Bike Hire Scheme and the HSBC Rain Vortex at Jewel Changi Airport in Singapore.  

Head of 17Hands at PHAR Partnerships Simon Hawk said 17Hands offers rights holders new revenue streams, while brands who engage with rights holders stand to benefit from enhanced in-venue experiences, venue and product naming opportunities and themed packages.

“With 17Hands, we are encouraging businesses which are not in entertainment-focused sectors to think differently about their marketing. We are opening up a myriad of benefits and commercial opportunities in places where they never previously existed,” he said.

17Hands foundation client Beam has 2 million registered people using its 14,000 freely available e-scooters and e-bikes across Australia and New Zealand. Sponsorships provide brands with ways to use the Beam platform to communicate their sustainability, health and wellbeing and carbon offset credentials. 

Beam General Manager (ANZ) Tom Cooper said: “17Hands has enabled us to collaborate with like-minded brands, bringing a value-add to users of the Beam service, and enabling brands to connect with residents of the cities we operate in via exposure on Beam’s platform and vehicle network.”

17Hands has offices in Sydney, Melbourne, Adelaide and Auckland. For more information click here. 

Click here to access the original press release

Indonesia Dinamika Media Showcases Belitung's Tourism Destinations on AirAsia’s OHL

Belitung Island, situated east of Sumatra, is renowned for its pristine beaches, including Tanjung Tinggi and Tanjung Kelayang. These beaches are adorned with rounded granite boulders, soft sand, and tranquil waters, creating a picturesque view for visitors. The island's largest town, Tanjung Pandan, showcases Dutch colonial architecture and boasts a vibrant harbor.

PHAR is delighted to announce a collaboration between Indonesia Dinamika Media and Belitung x AirAsia, bringing the beauty of Belitung Island to AirAsia's overhead lockers through captivating imageries. This partnership aims to promote three remarkable areas on Belitung Island, namely Geosit Gunung Lumut, Pulau Memporang, and Tebat Rasau.

Geosit Gunong Lumut’s moss-covered hills are perfect for hikers who enjoy a serene view. At the apex, they’re rewarded with a breathtaking, clear view of Belitung Island. Meanwhile, tourists who enjoy diving can explore Pulau Memporang as its ocean floors are adorned with gorgeous coral reefs and lively sea creatures. Additionally, the Tebat Rasau Geosite is a well-known spot filled with rasau plants and endemic fishes. For folks who simply enjoy sightseeing, they can also watch as local fishermen in action go about their day.

With the help of the popular film, “Laskar Pelangi” (Rainbow Troops), Belitung Island gained widespread recognition, putting the scenic island on the minds of tourists.

As travelers open the overhead lockers during their AirAsia flight, they will be greeted by stunning visuals showcasing Geosite Gunung Lumut, Gugusan Pulau Memporang, and Tebat Rasau.

With PHAR's expertise in engaging travel audiences and an extensive portfolio encompassing various airlines and airports, we empower brands and companies to effectively connect with their target audiences. To explore future media partnerships and marketing collaborations, reach out to us at hari.sutanto@pharpartnerships.com.

Universitas Muhammadiyah Malang NOW Onboard AirAsia’s Airplane Overhead Lockers!

Have you come across the vibrant advertisements of Universitas Muhammadiyah Malang (UMM)? They are now on AirAsia’s overhead compartments!

UMM has launched a 3-months media campaign with AirAsia through PHAR Partnerships to promote their university and increase their presence. The campaign has started in June and will end in August this year.

With the vibrant colours of UMM’s advertisements, it will capture the passengers’ attention whenever they pass by the overhead lockers or when they are loading their luggage.

PHAR’s experience in travel audience engagement and portfolio of numerous airlines and airports will help potential brands and companies to reach out effectively to their targeted audience.

For future media partnerships and marketing collaborations, contact us at hari.sutanto@pharpartnerships.com.

Careem Bike appoint PHAR as its exclusive partnership agency

PHAR Partnerships is thrilled to officially announce its appointment by Careem BIKE as its exclusive partnership agency. 

Careem BIKE, the first large-scale bike sharing initiative in the UAE, has a 15-year partnership with the Roads and Transport Authority (RTA) to improve liveability by providing a sustainable, eco-friendly and affordable mode of transport that fits into the wider public transport network. It currently has 175 stations and 1,750 E-Bikes in Dubai, 25 stations and 325 E-Bikes in Abu Dhabi, which will increase to 65 stations and 700 E-Bikes this year. Aside from these two cities, Careem is also preparing to initiate the bikeshare scheme in Saudi Arabia.

As their exclusive partnership agency, PHAR has launched the Careem Bikeshare Partnership Programme (CBPP) with the aim to partner with companies that desire to align their goals with the UAE’s vision to provide environmentally-friendly transport alternatives and a sustainable future.   

Sami Amin, Senior Director of Operations at Careem BIKE said: “Careem BIKE has grown into the leading bike-share scheme in the region and is trusted by hundreds of thousands of customers in the UAE who enjoy being part of a healthier, more environmentally-friendly community. Our recent expansion to Saudi Arabia will enable us to bring micro-mobility to the holy city of Medinah. We’re excited to find a new sponsorship partner that shares our vision for delivering convenient and accessible micro mobility solutions in support of a sustainable future.’’

Marcus Wight, CEO PHAR Partnerships, said: “PHAR has become the leading global consultancy for creating brand partnership programmes for sustainable forms of transport. We believe passionately that brands want to show their long term commitment to making cities better places to live, work or visit  and Careem are the best possible partner to offer brands a platform to showcase their story and demonstrate their actions towards creating a healthier and more sustainable future.”  

To learn more about the Careem Bikeshare Partnership Programme or explore opportunities with PHAR, contact us andrew.fraser@pharpartnerships.com

Unlock Your Brand's Potential with Warner Brothers Discovery and PHAR Partnerships to Reach Any Audience

We are thrilled to announce that PHAR Partnerships has become Warner Brothers Discovery’s new exclusive advertising sales representative in the Philippines as of January 1, 2023.  

As Warner Brothers Discovery's media representative, we are ready to offer your brand the opportunity to reach your desired market through their top channels, including Cartoon Network, Warner TV, Boomerang, Discovery, TLC, Animal Planet, AFN, HGTV, Food Network and Travel Channel. 

Warner Brothers Discovery brings an extensive range of content, from entertainment to lifestyle, infotainment, and family & kids. With its mission to power people's passions, Warner Brothers Discovery offers a diversified and complete range of content that is sure to engage your target audience. 

At PHAR, we know the importance of reaching your consumers effectively. Our partnership with Warner Brothers Discovery allows us to provide your brand with comprehensive advertising solutions that cater to your specific needs.  

Partnering with PHAR x Warner Brothers Discovery means discovering new heights and expanding your reach. Let us help you power your brand and achieve your goals.  

Send us a message at marketing@pharpartnerships.com to learn more about our advertising solutions and how we can elevate your brand through our partnership with Warner Brothers Discovery.