Charterprime Launches AirAsia Partnership

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Charterprime Launches AirAsia Partnership

In the deal brokered by PHAR Partnerships Malaysia, Charterprime today (18 May 2017) officially launched their custom livery with AirAsia at the Sepang Aircraft Engineering Hangar.

Charterprime is an international financial group specializing in the brokerage of financial product and foreign exchange. Tune Group Sdn Bhd recently went into partnership with Charterprime in an official brokering capacity for all financial spots  and future products, namely foreign exchange (FX). This partnership is for an initial 18 month period.

Attending the launch was Mathew Tate and Simon Stephen, Managing Partners of Charterprime, and Tony Fernandes, Group CEO of AirAsia.

 

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PHAR Secures WiFi Deals For Manila Light Rail Transit System

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PHAR Secures WiFi Deals For Manila Light Rail Transit System

PHAR has negotiated separate long term agreements with both Globe and Smart for a holistic infrastructure roll out across 21 kms that comprises the LRT-1. 

Over the last six months, PHAR has worked with the network and technical teams of both telco providers in terms of architecting and deploying of various infrastructure, namely, fiber optics, WiFi access points and wireless (3G and 4G).

With the WiFi in particular, wireless access points are first being rolled out in the stations, followed by a roll out in approximately 100 LRV’s (light rail vehicles). PHAR has invested in a captive portal which controls the last mile messaging to passengers and is able to display alerts, content and advertising. WiFi will be free for passengers for a limited period of time during their journey.

As of June 2017, 50% of the stations will be WiFi ready and the full deployment across all stations and all LRV’s will be complete by Q4 2017.

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Alastair Macdonald Promoted To PHAR UK Managing Director

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Alastair Macdonald Promoted To PHAR UK Managing Director

PHAR has promoted Alastair Macdonald to the role of Managing Director of its UK business.

In his new role Alastair will be responsible for managing, training and recruiting new people to the team as well as leading several main accounts and overseeing the existing consultancy division.

Alastair, a veteran of the sponsorship industry, has been with the company since 2013, following spells running his own agency, Connexus, and more recently at Havas Sports & Entertainment. 

“PHAR is at a really exciting stage of its development,” added Alastair.  “We’ve grown to a company of 100 people in 7 countries and have a number of substantial developments in the pipeline.  The UK business is going from strength to strength, on track for 50% growth in 2017 and with a number of new services being rolled out this year.  I’m really looking forward to the challenge of the next stage of the company’s development.”

“Having worked with Alastair since 2008, I am delighted he is taking over the running of PHAR’s UK business,” commented Marcus Wight, PHAR’s Chief Executive.  “As the company continues its growth path it’s crucial we have the best talent and experience running our core business areas.  Alastair has played a fundamental role in PHAR’s success as the market leader in sponsorship for transport, infrastructure and leisure properties, and it’s great news for our clients and our business that his industry knowledge and strategic expertise will be leading the UK business in the next stage of its development.”

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PHAR In The Philippines - Interview With Marcus Wight And Prem Bhatia

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PHAR In The Philippines - Interview With Marcus Wight And Prem Bhatia

In an exclusive interview with adobo magazine, Marcus Wight and Prem Bhatia, CEO and Managing Director of Asia of PHAR of PHAR Partnerships,  respectively, reveal PHAR's plans for the Philippines.

“We’re a media and marketing company. We set it up seven years ago. We’ve been operating out in South-East Asia for the last six years,”  Wight explains. 

PHAR has offices in London, Kuala Lumpar, Singapore, Thailand, Indonesia, and the Philippines. Clients include AirAsia, Eden Project, David Lloyd Leisure, Singapore Flyer, Apprentice Asia, Library of Birmingham, Kids Golf World Championship, British Champions Series, Expedia, Diageo, Malaysia Tourist Board, Blackberry, QPR, Caterham Group, and SP Setia.

“Both Prem and myself came from a background of sports sponsorship, but when we set up PHAR the focus has always been on transport and infrastructure. So what tended to happen is that, whereas before, sports properties were always found sponsors and people with name stadiums, and that business grew up over a number of years, transport and infrastructure had always sort of not had the same expertise applied to it. And we found that when they were building new airports or new transport places, there was an opportunity for brands to get involved. Large numbers of people, large dwell times, how could we create advertising and partnership opportunities around those transport and infrastructure. That was the focus of PHAR,” he recalls, adding, “I think the sports is very much a legacy of the previous. Now it is things like Manchester Airport or AirAsia or the LRMC[Light Rail Manila Corporation] here in the Philippines, so we’ve tended to focus more on the transport and infrastructure.”

PHAR Philippines Inc. is the official partner of LRMC for sales of their advertising spaces in Light Rail Transit (LRT) 1.

As for the company's name, Wight reveals an interesting anecdote: “It’s an Australian racehorse called Phar Lap, so that’s where the name came from originally, back in the 1930s. So it doesn’t mean anything as far as media and marketing is concerned.”

Both Wight and Bhatia are very much enthused about the opportunities in the Philippines, specifically in transport and infrastructure. 

“The Philippines is, I think, our most exciting country at the moment. When we first started in South East Asia, a lot of the initial work was done in countries like Malaysia or Indonesia or Thailand. And it was really our chairman Tony Fernandes [chairman of PHAR partnerships best known as founder of AirAsia] who introduced us to Mr. Ayala [of Ayala Corporation] a couple of years ago at a conference in Singapore. And from that meeting, we started to progress and talk about ways that we might be able to grow the business here in the Philippines. And that’s how we led to our biggest contractor at the moment, which is working with the LRMC here. Prem spends a lot more time and is responsible day-to-day for running- well, not day-to-day, but overseeing that business for us. So it’s a really exciting piece of work for us,” Wight proclaims.

“I personally think that outside of London, versus South-East Asia, in terms of marketing disciplines it’s probably a little more evolved in South-East Asia. I think the most exciting work is gonna happen here because we’ve- never in the Philippines have you been able to marry advertising, outdoor advertising, with mobile, and with retail. If you look at the LRT 1 now, it’s a brand new station environment, brand new advertising, 200 screens that have been set up across the entire line, digital screens. We’re now introducing- we started this soft launch about two weeks ago, we’re now introducing free wi-fi for the commuting public, and very soon you’ll see retail being introduced, managed by Ayala Malls, within the LRT 1 ecosystem. We’re in the middle here, marrying advertising with technology and connectivity, mobile and retail. I think it’s not easy to do because a lot of pieces have to fall into place, but we spent the last year putting all those pieces into place. And now, if you’re Procter and Gamble or Nestlé, not only are you gonna advertise, but you can actually see how it affects purchase in the retail environment. I think what we’re doing here is pretty unique, and hopefully will become a case study in the months, years to come,” declares Bhatia.

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Ricoh technology integrated within BT Sport's rugby coverage

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Ricoh technology integrated within BT Sport's rugby coverage

To activate Ricoh's Premiership Rugby sponsorship, we've developed a new partnership for Ricoh with BT Sport which will see their Interactive Whiteboard being used on their Rugby programming with presenters like Ben Kay using the technology to analyse key moments from matches.

The partnership is an excellent showcase of Ricoh's technology which will allow them to use it as a real case-study to engage with clients and is a great example of how sponsorship can be utilised on a B2B level.

PHAR has worked Ricoh this season across their rugby sponsorships and we look forward to developing new innovative content and partnerships for them in the future.

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AirAsia becomes Official Airline of the 2017 South East Asia Games

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AirAsia becomes Official Airline of the 2017 South East Asia Games

AirAsia has been named as the official airline partner of the 29th South-East Asian Games and ASEAN Para Games.

In its capacity as a gold partner of the events, AirAsia will provide flights to all members of the Malaysia Organising Committee (MASOC) for the Games. Its branding will appear on official SEA Games and ASEAN Para Games promotional materials throughout 2017.

The SEA Games will take place from 19th to 31st August this year, with the ASEAN Para Games following on 17th to 23rd September. Both events take place in the Malaysian capital, Kuala Lumpur.

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PHAR launches new digital marketing ecosystem on Manila's Metro

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PHAR launches new digital marketing ecosystem on Manila's Metro

Having been appointed in 2016 as the exclusive ancillary revenue partner of LRT-1 operator Light Rail Manila Corporation (LRMC), PHAR has just finished installing digital ad assets as part of the upgrades of the recently inaugurated new Doroteo Jose station.

With their refreshed looks, LRT-1’s new ad assets have become more effective platforms to reach Filipino consumers.

“LRT-1 is a marketing ecosystem which remains highly untapped. It has great potential to increase awareness for different brands and has key points that can nurture and deepen brand loyalty,” said PHAR Managing Director for Asia Prem Bhatia.

“With digital advertising environment, cloud-controlled software, the introduction of free Wi-Fi plus the presence of a standardized retailing in LRT-1, consumers experience much more than advertising, they witness a creation of a marketing ecosystem,” Bhatia added

PHAR has already signed Globe, Smart, PSBank, Cherry Mobile, and Lamoiyan Corporation to venture in the LRT-1 ecosystem.

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National Cycling Centre secures HSBC as Title Sponsor

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National Cycling Centre secures HSBC as Title Sponsor

Following PHAR’s evaluation of the naming rights opportunity at the UK National Cycling Centre, HSBC was announced in January 2017 as the centre’s new sponsor. 

The HSBC UK National Cycling Centre is not only the headquarters of the UK’s all-conquering cycling team, but also hosts a range of year-round grassroots and community events and programmes, including track cycling, BMX and mountain bike activities

PHAR was appointed by Manchester City Council following a competitive tender proves to identify the value of the naming rights opportunity, and advise on how the commercial potential could best be realised.  Using PHAR’s proprietary sponsorship analysis tools, we not only identified what the opportunity was worth in the sponsorship marketplace, but provided the Council with the level of evidence and rigour required to support the negotiation and approval processes.

“We are delighted that the home of British Cycling and the Great Britain cycling team will now be known as the HSBC UK National Cycling Centre,” said British Cycling’s chief operating officer Jamie Obank.

Regarding the evaluation undertaken by PHAR, a spokesman from Manchester City Council added, “Your work on the HSBC deal was a great help thanks. Having the principles and rationale you provided was excellent.”

 

 

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AirAsia Indonesia launch a new livery presented by TAGG

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AirAsia Indonesia launch a new livery presented by TAGG

SIXCAP, a Singapore-based financial technologies company, has unveiled their TAGG by SIXCAP livery on one of AirAsia Indonesia’s Airbus A320 aircrafts. SIXCAP will also be capitalising on AirAsia’s multi-million digital citizenship to launch TAGG to the Indonesian market.

 TAGG is sci-fi strategy game that combines the virtual world of gaming and the real world of financial technologies. By monetizing in-game assets and activity, TAGG transforms gaming into a productive and meaningful value-creating activity. Powered by SIXCAP’s award winning innovations in financial technology, gamers can earn as they play.

 Check out their awesome “making of” video:

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PHAR LAUNCHES EDSA NAMING RIGHTS AND STATION PARTNERSHIP PROGRAM

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PHAR LAUNCHES EDSA NAMING RIGHTS AND STATION PARTNERSHIP PROGRAM

Following our successful launch of a similar program in Kuala Lumpur, PHAR has been appointed to create a naming rights and station partnership program in Manila, Philippines.

We are offering brands the opportunity to sponsor the EDSA LRT-1 station, including the right to integrate their brand identity into the name of the station.

Currently, the LRT-1 line’s monthly ridership is 13.5 million, and EDSA accounts for 1.5 million monthly riders.

The revenue generated from this exercise will be used for the upgrade of the EDSA LRT-1 station. This includes the rehabilitation of the roofing and flooring of the station, complete electrical overhaul, additional security measures and passenger conveniences, and introduction of a retail environment.

Commenting on the program, PHAR Managing Director Prem Bhatia said, “Urban transport is a critical component of any metropolis and programs like this are the most exclusive type of initiatives available to marketers. It helps companies and brands demonstrate their willingness to invest in their cities’ development, while engaging with thousands of daily commuters, over several years. It has been successfully implemented in cities like Kuala Lumpur, New York, Madrid, Philadelphia and New Delhi and we look forward to making it a reality in Manila.”

The criteria under which companies can apply for the program include that it is a multi-year agreement, and restricted to businesses established in the Philippines, for at least two years. The RFP can be downloaded from www.lrmc.ph. Queries may be sent to LRMC@pharpartnerships.com

 

 

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