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PHAR launches first ever station naming rights programme in South East Asia

PHAR launches first ever station naming rights programme in South East Asia

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PHAR has launched a station naming rights programme with Prasarana, the Malaysian Government-owned public transport provider in Kuala Lumpur. Following the successful launches of similar initiatives such as the New York Metro, Metro Madrid, Dubai Metro and Mumbai Metro, this is the first time a naming rights project will be implemented in South East Asia.

The programme will enable brands to bid for the right to transform a Kuala Lumpur’s Light Rail Transit (LRT) or monorail station to reflect the brand’s corporate identity and name the station after themselves, in exchange for a fee and enhancing the overall experience for commuters using it.

“The result will be more vibrant stations and a new, exciting experience for commuters while marketers now have a dynamic new opportunity to engage consumers with their expanded brand presence while investing in a better experience for the commuters,” said CEO of Prasarana Integrated Development Sdn Bhd (PRIDE), Rudyanto Azhar in Kuala Lumpur.

“The naming rights tender exercise is part of Prasarana’s commitment to continuously upgrade, improve and evolve Kuala Lumpur’s transportation system for the benefit of the commuters and transform the capital into a world class city,” added Rudyanto.

He also said Naming Rights offers Prasarana a source of ancillary income that does not financially affect commuters.

Commuters can expect enhancements to their journeys on the LRT and monorail depending on the naming rights partner that comes on board. Examples of commuter benefits from successful exercises have included free Wi-Fi and upgrades to stations.

Created in partnership with Malaysia’s leading out of home advertising agency Big Tree Outdoor Sdn Bhd, the programme will extend to the Kelana Jaya Line’s Bangsar & Universiti stations as well as the KL Monorail’s Bukit Bintang station.

“The tender criteria includes how the rights to name the station will add value to the station facilities, improve as well as transform the experience for the commuters using it,” said Jeff Cheah, CEO of Big Tree Outdoor Sdn Bhd which is managing the tender.

“This is a new and exciting opportunity for brands and corporations in Malaysia to expand their reach while giving something back to society through active involvement in their daily routines, but we will nevertheless be very careful about the quality of the brands, cultural values and social sensitivities,” added Cheah.

The tender document will be released on the 15th of July 2014 and the closing date for submissions will be the 20th of September 2014. The first station is expected to be launched in December 2014.

“The Prasarana partnership programme is about giving brands the opportunity to tell a story about their promise and values and to deepen their relationship with consumers. The naming of a station is the starting point for creating a programme that enhances commuters experience and puts something back into KL in a meaningful way,” said, Marcus Wight CEO of PHAR.



PHAR pioneers first ever commercially branded airline in the Philippines

PHAR pioneers first ever commercially branded airline in the Philippines

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PHAR is delighted to announce the unveiling of the first branded aircraft livery by an advertiser in the Philippines, brokering a partnership between AirAsia Philippines and Solaire Resort & Casino, a premier integrated destination casino resort in the Philippines. The first ever cobranded commercial plane in the Philippines was unveiled on June 25 to promote Solaire brand AirAsia Philippines domestic and international flights. The partnership will aim to bring more tourists to the Philippines to experience Filipino hospitality, a key goal shared by both brands. AirAsia, the leading and largest low-cost carrier in Asia, services the most extensive network with 88 destinations. Within 12 years of operations, AirAsia has carried over 220 million guests and grown its fleet from just two aircraft to over 150.  Seeing an enormous growth potential in the Philippines, AirAsia signed a strategic alliance with local airline Zest Air in 2013 and the company rebranded at AirAsia Zest and now, AirAsia Philippines.

AirAsia Zest Chair and Philippines AirAsia CEO Maan Hontiveros said: “AirAsia Zest is a sociable and innovative brand. We also take pride in our collaborative nature. This new livery demonstrates our creative approach to partnerships and marketing opportunities especially with companies that support our vision to grow tourism. We are thrilled to carry Solaire’s brand in the sky and on the grounds at the airports here and abroad extending as far as our destinations in Malaysia, China and Korea.”

Solaire is the first resort to open in the highly anticipated Entertainment City project along the Philippine’s famed Manila Bay. The first phase includes approximately 500 luxury rooms, suites and bayside villas as well as resort-style pool facilities, bars and entertainment lounges. In addition, there is a state-of-the-art ballroom and meeting space, and a fully equipped spa and fitness center. Solaire will also feature a 18,500 sq.-m of casino area and the finest amenities that will provide a true Las Vegas gaming experience.

Jasper Evangelista, Vice President, Brand & Marketing, Solaire Resort and Casino said, “This aircraft branding project is an innovative marketing tool that literally allows us to take our brand to greater heights.  We have created amazing moments for our customers since the launch of Solaire last year, and now we’re aiming to further connect with our local and foreign guests and travellers by strengthening our presence in the country’s international and domestic airports.  Sky Solaire will enable us to get immediate traction on this campaign and take it to a higher level.”

Having spearheaded a number of innovative marketing campaigns including partnerships with AirAsia and leading automotive brand Chevrolet and, more recently with Malaysian phone manufacturer Ninetology, PHAR utilised its expertise in the transport consumer market to create this partnership.

“We are pleased to unveil this campaign, a first in the Filipino market,” commented PHAR Managing Director Nick Lockwood. “In our experience of this highly mobile market, we have seen that customers greatly respond to brands they experience while they are on the move. With our expertise we help match brands that have aligned business goals to deliver innovative and mutually beneficial partnerships. We look forward to supporting AirAsia Philippines and Solaire Resort & Casino in this exciting long term initiative which will see exciting thrills offered by both AirAsia and Solaire,” concluded Lockwood.

#SkySolaire: The Making

#SkySolaire: Unveiling



The 2014/15 Premier League fixtures have been unveiled

The 2014/15 Premier League fixtures have been unveiled

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The team at PHAR has over 20 years’ experience in finding exclusive opportunities for brands in English football. For example, partnering AirAsia with Manchester United and the Referees, to working with Forex.com to create a unique B2B partnership with Manchester City. Last season we helped Asian brands like S P Setia, Yamaha Thailand and XL advertise in the Premier League via LED perimeter boards.

Check out the 2014/15 Premier League fixtures here and talk to us now to find out how we can work with you to find the right solution for your brand.

Contact David Hoggins (david.hoggins@pharpartnerships.com) for more details.

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AirAsia unveiled as the official airline of Taylor Swift’s RED Tour throughout South East Asia

AirAsia unveiled as the official airline of Taylor Swift’s RED Tour throughout South East Asia

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AirAsia has been unveiled as the official airline of Taylor Swift’s RED Tour throughout South East Asia. The seven-time Grammy award winner will travel with her 80 member entourage on board AirAsia, to the show venues including Jakarta, Manila, Bangkok, Kuala Lumpur and Singapore. To celebrate, AirAsia has painted one of its 180-seat Airbus A320 aircraft in a special Taylor Swift livery, unveiled at the beginning of June at the RED Hot Party held at the Mandarin Oriental Hotel in Kuala Lumpur.

According to Aireen Omar, CEO of AirAsia Malaysia, the airline is excited to have the opportunity to work with one of the most popular international singers. "We are very excited because she's a very popular international star and for her to be associated with AirAsia is an extremely fortunate event for us," said Omar. "It is truly an honour for us to have her and to be able to fly her and her group in her tour around Southeast Asia. She represents the youth and like the brand, she reaches out to the masses as well. It's something that we feel is similar to who we are."

AirAsia says that it intends to keep the exclusive Taylor Swift aircraft livery for at least the next year. "She's very relevant to the world right now and I think a lot of people reach out and can relate to her," said Omar. "We will have it for a long time." Upon completion of the RED Tour, the aircraft will continue to service AirAsia routes covering 88 destinations in 22 countries.

PHAR has been working with AirAsia since our launch, spearheading a number of innovating marketing campaigns including the partnership with Malaysian phone manufacturer Ninetology and the partnership with leading automotive brand Chevrolet, both of which involved the design of exclusive aircraft liveries.

Watch the video of Taylor Swift's RED Hot Tour Bus



PHAR secures innovative brand partnerships through AirAsia

PHAR secures innovative brand partnerships through AirAsia

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A bespoke plane livery has been unveiled promoting Ninetology Malaysia’s ASEAN wide expansion.  The phone manufacturer and retailer based in Malaysia & Indonesia provide cost effective and highly reliable smartphones, which have captured the Malaysian market by storm, especially amongst the 16 to 25 age groups. This innovative marketing partnership, which also included advertising for Ninetology through AirAsia’s other media channels, was coordinated and by PHAR.  Since the branding and advertising went live,  Ninetology’s business has soared by 40%, with CEO Sean Ng highly recommending the AirAsia media channels for other brands in the market wanting creative advertising platforms with the ability to reach millions of eyeballs.

Earlier this year PHAR launched AirAsia’s new regional Travel 3Sixty magazine, specially designed for the Indonesian market. Click here to read more.



PHAR appointed as exclusive sales agency to Pertamina

PHAR appointed as exclusive sales agency to Pertamina

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On the 12th May 2014, PHAR signed an agreement with Pertamina to become their exclusive agency to manage all advertising sales and experiential marketing programmes at SPBU’s in Indonesia.  Pertamina has a 99% share of the fuel sales market, and PHAR will manage 3,300 across Java and Bali.  The photo below shows PHAR CEO Marcus Wight and Asia MD Prem Bhatia at the signing of the contract along with key Pertamina representatives including Mr Zulfiansyah, Mr Iskandar and Mr Suhartoko. PHAR have created the Pertamina Brand Partner Programme, enabling brands to select SPBU’s based on their target demographics and preferred geographical locations, benefitting from an analysis programme that measures the number of eyeballs as well as consumer research on consumption habits at the petrol stations, and perception of those brands taking part in the programme.  Through this programme PHAR can offer brands advertising, activation  and retail promotion services at a scale that best fits a companines objectives.  The first PHAR managed SPBU went live in Jakarta last week - any further information you would like on this project please contact andito.prakoso@pharpartnerships.com.

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BeIN Sports and PHAR launch European football pilot on Indonesian TV

BeIN Sports and PHAR launch European football pilot on Indonesian TV

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PHAR partnered with Indonesian BeIN Sports channel to run an advertiser pilot for the Indonesian market during the last month of the European football season, showcasing  Ligue 1, Serie A, Bundesliga and Barclays Premier League to millions of football fans. Phar was able to secure sponsors including Ponds, Axe, Vaseline, CIMB Niaga and Air Asia. The pilot was a precursor to the 2014/15 European leagues season when packages will run across BEIN branded media, including but not limited to television channels, website, mobile sites, applications and social media (including Facebook and Twitter) in the territory of Indonesia. In addition to television commercial spots there will be live game graphics, bumpers leading in and out of the adverts and activation opportunities with the hosts.



4 million take part in Big Lunch 2014

4 million take part in Big Lunch 2014

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The Big Lunch, now in its sixth year, had around 4 million people taking part in street parties around the UK. Sponsors Halifax and Asda continue their amazing work in supporting the event and helping to spread the message to all corners of the country. The Big Lunch was set up in 2009 by visitor attraction and education charity The Eden Project as a simple but effective method of bringing communities together all round the UK with participation having grown from 700,000 in its first year to around 4 million in 2014.

PHAR has been working with The Big Lunch since 2011 and has helped deliver significant commercial revenues for the event through sponsorships with the likes of MasterCard, EDF Energy, Kingsmill, Carling, Asda and Halifax. The 2014 sponsors Halifax and Asda have both activated their partnership through in-store activity, staff engagement and social media.

Halifax’s mission was to make a real difference in high streets and neighbourhoods by giving extra back to those who give extra to their communities and used The Big Lunch as a platform to do so and to build trust and reputation as well as creating a sense of employee pride. Halifax had commissioned YouGov research to identify key issues regarding neighbourhoods and had used this insight (and a media partnership with Trinity Mirror Group and Bauer Media) to announce the partnership and to spread the important message of The Big Lunch. All of this great work led to Halifax and The Big Lunch winning the ‘Best Community Sponsorship’ at the Hollis Awards.

Asda promoted their association through their in-store Community Life Champions across the UK and linked the sponsorship of the event in with Tickled Pink, their breast cancer charities, to create Big Pink Lunches and helping people to take part. Asda also encouraged staff to take part by running competitions to win tickets to Eden Sessions concerts at Eden Project this summer.

PHAR continues to look for additional partners for the event for 2015 and beyond!



PHAR signs exclusive 5 year deal with Prasarana

PHAR signs exclusive 5 year deal with Prasarana

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In an effort to reduce deficits and promote public-private partnerships, Prasarana will be initiating a Station Naming Rights programme across certain stations in its network later this year. PHAR will work closely with Big Tree Outdoor, Kuala Lumpur’s dominant media concessionaire, to create bespoke marketing packages for Malaysia’s largest companies. Malaysia will be the first country in South East Asia to offer such an opportunity, following the likes of New York City, Madrid, Rome, New Delhi and Dubai.

If you are interested in finding out more then please register your interest with andrew.fraser@pharpartnerships.com



PHAR appoints VGI Global Media to Boost Outdoor Advertising Revenues for Thai AirAsia

PHAR appoints VGI Global Media to Boost Outdoor Advertising Revenues for Thai AirAsia

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PHAR has appointed VGI Global Media, Thailand’s leading provider of out-of-home media solutions, as the exclusive ambient advertising agency for Thai AirAsia. VGI will sell advertising space in both the exterior and interior of all Thai AirAsia carriers including overhead lockers, meal-tray backs and plane wraps. Thai AirAsia, Thailand's largest low-cost airline, flies to over 35 domestic and international destinations within the region. The airline operates with a fleet of 37 brand new Airbus A320 aircraft and has plans to receive an additional 6 more during the year. In 2013, Thai AirAsia carried over 10.5 million passengers and is expecting to exceed that number in 2014.

Marcus Wight CEO of PHAR Partnerships commented: "It is a very exciting opportunity for PHAR and VGI to create successful partnerships for Thai brands with AirAsia. VGI's expertise and size in the Thai market makes them the outstanding partner for us to work with in maximizing ancillary revenue for AirAsia and delivering a package of rights that companies want."