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

Comment

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.

Comment



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

Comment

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.

Comment



Mixed Relay Triathlon added to Tokyo 2020 Programme

Comment

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.

Comment



SWANSEA UNIVERSITY HIRES PHAR AS BRAND PARTNERSHIPS ADVISER

Comment

SWANSEA UNIVERSITY HIRES PHAR AS BRAND PARTNERSHIPS ADVISER

Swansea University has appointed PHAR to review its programme of strategic partnerships with business and develop a marketing framework to maximise the programme’s success going forwards.

Winner of the Times and Sunday Times Welsh University of the Year, and placed in the Top 350 of the Times Higher Education World University Rankings, Swansea University has recently opened its new £450m Bay Campus to house its College of Engineering and School of Management.

The University’s has long standing strategic relationships with organisations such as Santander Universities, Tata and Rolls Royce.  PHAR has been appointed to conduct an assessment of the current business partnerships and create a framework for how the strategic value delivered to the University through relationship marketing can be maximised going forwards.

“PHAR clearly has great experience in generating added value from brand partnerships for organisations”, commented Alison Parker, Swansea University’s Head of Business Marketing.  “It will be really interesting to understand how this knowledge and expertise can be applied to the University sector as our partnerships with industry play a crucial role in delivering the knowledge economy through research collaborations, skills development and student recruitment. 

“Swansea is in many ways one of the UK’s most exciting universities right now,” added Alastair Macdonald, Managing Director of PHAR UK.  “With genuine leadership in areas such as engineering, and ranked in the Top 15 for student satisfaction, partnership with Swansea University has the potential to deliver real marketing and corporate value.  This is a really exciting project for us, and we’re looking forward to delivering a framework that enables the University to realise its potential from strategic partnerships with business.”   

Comment



VITA COCO APPOINTS PHAR TO MEDIA PLANNING AND BUYING TASK

Comment

VITA COCO APPOINTS PHAR TO MEDIA PLANNING AND BUYING TASK

Following a competitive pitch, PHAR has won the task to plan and buy Vita Coco’s media activity, with immediate effect. 

The Vita Coco brand is a global leader in coconut-based foods and beverages. Vita Coco Coconut Water is the best-selling brand in the UK, 45%* bigger than its nearest UK rival and is sold in 31 countries around the world.

Vita Coco Coconut Water will launch their largest media campaign to date with a multi-million pound investment. The extensive 360 degree campaign will feature a variety of media including a national buy across TV, OOH and digital, as well as large-scale experiential and PR activity.

“As we continue to drive brand awareness across the UK, having the strongest media strategy is fundamental to our growth ambitions at Vita Coco,” commented Pip Brook, Marketing Director, EMEA at Vita Coco.  “The strategy that PHAR presented back to us demonstrated their in-depth analysis of our challenge to ensure that we create a campaign that allows us to achieve the cut through we need at our stage of the brand. They showed the creative thinking, as well as the passion and energy, that we are looking for, and we’re delighted to be working with the team at Phar.”

“We’re really excited to be working with one of the most impressive brands to launch in the UK in the past ten years,” added Marcus Wight, PHAR’s Chief Executive.  “We believe that we have created a media plan for this summer that will enable Vita Coco to achieve the next step in its growth, and it’s great to see our ideas and approach are on the same wavelength as theirs!”

Comment



PHAR Rangers FC sign 3-year cooperation agreement with Dinamo Brest

Comment

PHAR Rangers FC sign 3-year cooperation agreement with Dinamo Brest

The agreement will see both clubs sharing technical knowledge which will see PHAR Rangers send some technical team members to Belarus to upgrade their knowledge.

Brest will also send technical team members to study the workings of the African players in their natural environment.

The two sides will also engage in a series of pre-season friendly matches in both Ghana and Belarus

The Belarus champions will also be binder by the agreement to invite two players each year to Belarus for trials.

The two parties will also join forces to jointly establish an academy in Ghana to nurture talents.

Speaking to Ghanasoccernet.com after signing the agreement, PHAR Rangers President Nana Yaw Amponsah said "I'm very excited about the potential of this cooperation and hope it will help take Phar Rangers to the next stage of our rapid development."

On his part, President of Dinamo Brest, Alexander Zaytsev said he is pleased with the output of the players from Ghana in Brest so far and hope this cooperation will bring more of such results.

Brest currently have two Ghanaian players Dickson Afoakwah and Joel Fameyeh who have guided the side to their first Europa League qualification in 10 years.

Comment



Charterprime Launches AirAsia Partnership

Comment

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.

 

Comment



PHAR Secures WiFi Deals For Manila Light Rail Transit System

Comment

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.

Comment



Alastair Macdonald Promoted To PHAR UK Managing Director

Comment

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.”

Comment



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

Comment

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.

Comment