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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PHAR Asia 2016 Christmas Party

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PHAR Asia 2016 Christmas Party

We brought together our Asian teams last week for their 2016 Christmas Party in Boracay, Philippines.

It was a great chance for the different offices to mix and discuss our plans for a successful 2017!

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PHAR launches 'Soundtrack' busking programme on Manila Metro

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PHAR launches 'Soundtrack' busking programme on Manila Metro

PHAR have launched a new busking programme with LRMC called 'Soundtrack' on the Manila Metro system, as a new, exciting way to “re-design” the public space and feature up and coming artists to entertain the riding masses of LRT-1.

In cooperation with music and creative partners, we handpicked 8 homegrown performers to entertain commuters.

There will be 4 events in November and December ahead of a full 2017 launch.

 

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PHAR and the Manila Metro System in the press

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PHAR and the Manila Metro System in the press

An entire “marketing system,” not just advertising platforms, awaits brands willing to invest on sales pitches within the premises of Metro Manila’s oldest elevated train, the Light Rail Transit-1 (LRT-1).

A study by Kantar TNS commissioned by Phar Partnerships, the Light Rail Manila Corp.’s (LRMC) exclusive ancillary revenue partner, revealed that across 50 categories, many local brands were top of mind for LRT-1 riders—a situation unique to the Philippine market, says Prem Bhatia, Phar’s managing director for Asia.

“In most Southeast Asian countries, you have a few big companies dominating the market. Here, you have all these local brands,” Bhatia says. “So this is an amazing testimony to local brands, that these guys have built a market share with consumers, especially those under the FMCG (fast-moving consumer goods) category.”

The study, conducted from the last quarter of 2015 until the first quarter of 2016, surveyed almost 3,000 LRT-1 riders. Random interviews were done for the study’s first phase inside the different stations, covering topics such as demographics, psychographics, travel patterns, media consumption, device ownership, product usage, service patronage and Wi-Fi access. About 900 riders who were interviewed in the first phase participated in the second one, during which field interviewers contacted them over the phone to ask them more information on ad awareness.

“Whenever we enter a new market, our first job is to size the opportunity. We want to know how many people, who they are, how long they spend [traveling in the LRT-1], what they consume,” says Bhatia.

What Phar discovered, aside from the strong penetration of local brands, says Bhatia, is that LRT-1 riders can be classified into four groups: “Juan and Juana,” or the working group, which comprise 62 percent of riders; “Pedro and Petra,” the students, who make up 16 percent; “Peter and Pam,” those who are not working nor studying (i.e., stay-at-home parents who use the LRT-1 to transport their children to and from school), who comprise 20 percent; and the remaining 2 percent, “John and Jane,” composed of working students.

“The LRT-1 itself is 10 percent of the workforce [in the National Capital Region],” Bhatia says.

The study finds that most of these people come from classes C and D, or the middle and lower classes, and spend an average 90 minutes a day inside the LRT-1. Slightly more men, at 51 percent, use the train.

With regard to age, it is the younger crowd that patronizes the LRT-1 the most.

“The LRT-1 is so heavily skewed toward 18 to 29-year-olds, it has double the NCR average (which is only at 30 percent),” says Bhatia.

This means brands have the chance to build a relationship with these young people, who are mostly college students and new to the job market, he says.

“I was presenting to the bosses of one of the big banks, who said, ‘Tell me where the opportunity is.’ I told them, 10 percent have credit cards. That’s the room to grow, the 90 percent who are starting out in life, who are making brand choices for the first time ever,” says Bhatia. “If you already have a bank, it’s tough to switch you to another. So the right time to catch you is when you’re making your first decision.”

Given that most riders come from the young working class, it comes as no surprise that internet and mobile connectivity of LRT-1 users is also quite high. According to the study, 97 percent of the sample have access to a mobile device, while 84 percent have access to the internet. When it comes to traditional media, TV still rules among LRT-1 commuters.

“Before we did the research, WiFi was not on our list of priorities [for LRT-1]. But when we saw the consumption on mobile, we talked to Smart, Globe, and said, these are the stats, let’s just build it out. And they both said, ‘Let’s go,’” he says.

It is with these data, which Phar plans to update on an annual basis, that the media and marketing firm hopes to “formulate more targeted sales strategies to optimize the advertising real estate within the premises of LRT1’s cars and station—from Balintawak to Baclaran.”

“We’ve talked to around 25 top advertising companies, and they all say the same thing: that up until now, they’ve had no access to this kind of information on LRT-1 riders. So, for me, if I know that the average person is spending 90 minutes a day on the LRT, then we’re not just talking about an advertising medium.

We’re talking about an ecosystem, [with] digital screens, Wi-Fi, retail,” Bhatia says.

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PHAR launches Ricoh Rugby Change Series

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PHAR launches Ricoh Rugby Change Series

We're proud to launch Ricoh's 2016-17 campaign 'Ricoh Rugby Change Series' for their Premiership Rugby sponsorship today.

The Ricoh Rugby Change Series, linking in to Ricoh's strapline 'Imagine. Change', will identify and analyse the major changes and trends that have occurred in rugby since the onset of professionalism. An upcoming study, will highlight what these major trends affecting the game are, and analyse each key area of change in more detail in a series of six exclusive insights across the rest of the Aviva Premiership Rugby season.

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PHAR creates Wi-Fi partnership between LRMC and Globe Telecom

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PHAR creates Wi-Fi partnership between LRMC and Globe Telecom

PHAR has created a partnership with LRMC for Globe Telecom to provide free Wi-Fi throughout all 20 LRT1 stations in Manila. The service will address the need of its more than 400,000 everyday commuters to stay online even as they journey around the metro.

In the photo during the partnership signing at the Globe Towers in Taguig City are (L-R): Globe Telecom Senior Vice President for Program Governance Network Technical Group Joel Agustin; PHAR Managing Director for Asia Prem Bhatia; Globe Telecom President and CEO Ernest Cu; LRMC President and CEO Jesus Francisco; and LRMC Business Development Head Janet Bautista.

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