PHAR creates naming rights deal with Jewel Changi Airport and HSBC


PHAR has created a partnership between HSBC and Jewel Changi Airport as a naming rights partner for one of its centrepiece attractions.

At 40 metres high, the HSBC Rain Vortex will be the world’s tallest indoor waterfall. The naming sponsorship with the global banking and financial services organisation will run for five years.

The 40 metre waterfall cascades through an oculus in the roof of Jewel’s distinctive glass and steel façade.

The HSBC Rain Vortex will set the stage for an hourly light and sound show, running from 8.30pm to 12.30am daily. During the “ethereal” show, a carefully controlled flow of water will create a cascading bead curtain that will interplay with the projected light imagery, enhanced by music and mist effects.

Jewel Changi Airport Devt CEO Hung Jean commented: “We want to offer consumers a multi-sensory experience in Jewel. The design of the HSBC Rain Vortex was inspired by the tropical rains in Singapore and will add novelty and wonder to the entire Jewel experience. Being the centrepiece attraction, visitors will be able to bask in its full glory at different vantage points.”

HSBC Singapore CEO Tony Cripps said: “We see great synergy in this partnership with Jewel Changi Airport. Jewel will be a very visible symbol of Singapore’s status as an aviation and financial hub in the region. Being associated with this iconic development is aligned to our ambition to be a leading bank for both Singaporeans and international businesses and customers.”

PHAR brokers partnership between British Swimming and UP&GO

British Swimming has signed a three-year deal with UP&GO, who will become their Official Breakfast Partner from 17th July 2019.

British Swimming, the national governing body for aquatics in the UK, oversees Swimming, Para-Swimming, Diving, Artistic Swimming and Water Polo. Responsible for the aforementioned five sports at an elite level, British Swimming sends representative teams to major international championships, implementing performance programmes to help deliver medal winning performances at junior and senior level.

The organisation also delivers a number of major events every year, ranging from national championships to major showcase international meets such as the World Para-Swimming Championships, which will take place on Queen Elizabeth Olympic Park in September.

UP&GO is a core brand of Life Health Foods which launched in the UK in 2015. Providing a convenient and nutritious breakfast solution for busy people on-the-go, UP&GO responds to a growing consumer demand for healthier, on-the-go solutions. UP&GO is a delicious milk & oat-based drink that is high in protein, calcium and fibre and fortified with vitamins and minerals. UP&GO is the fastest growing major breakfast drinks brand in the UK and is widely available in the cereal aisle of all major Grocers.

Another important element of the partnership will involve working closely with Becky Adlington’s SwimStars; a national learn to swim programme designed for all children aged 3-11. The programme teaches children to become competent, confident swimmers who could then make the transition to a swimming club or simply enjoy being active in the water. At present 12,000 children are involved in the programme each week and the plan is to expand this figure over the next three years with the support of UP&GO.

The deal was brokered by PHAR on behalf of their client UP&GO. Marcus Wight, CEO, PHAR, commented on the deal:

“It is the perfect example of what PHAR is about, creating a long term partnership that allows our client to tell their story with interesting content and using a range of digital platforms to provide the reach. It is a partnership that will benefit all parties as UP&GO spreads the message about the benefits of swimming to a wider audience.”   

Of the partnership British Swimming Chief Executive, Jack Buckner, said:

“We are absolutely delighted to have signed a partnership with UP&GO, whose values align closely with those of British Swimming. Aquatics sports are notorious for their early starts, with training sessions often taking place before most people are even out of bed; having a partner who can offer quick but high quality fuel will be of real benefit to our British stars.”

Chris Laidlaw, CEO of Life Health Foods, said:

“We are extremely proud to have partnered with British Swimming and with Becky Adlington’s Swim Stars. We are passionate about inspiring & enabling as many people as possible to make the most of their mornings and enjoy the benefits of leading a healthy, active lifestyle. As an on-the go- drinks brand, a key aim of ours is to reduce breakfast skipping. We want to help people start their day in the right way.”

Becky Adlington OBE, double Olympic champion, added:

I’m delighted to be partnering with UP&GO to activate their partnership with British Swimming.  As well as being a wonderful family-oriented sport, swimming is such an important life skill for children and adults alike and I’m very passionate about encouraging all Britons to learn to swim.  I look forward to helping bring this partnership to life!”

Prem Bhatia on Creating Non-Fare Box Revenue Streams


PHAR’s Managing Director for Asia, Prem Bhatia spoke at the Philippine Railway Expansion and Technology Summit in Manila on June 20th.

The event brought together local and international stakeholders, government offices, operators and solution providers to discuss the current rail sector development’s progress in the country, and the multiple challenges it entails.

Prem spoke about how developing non-fare box revenue streams could serve the 1.3m people that travels on trains in Manila. Prem shared global best practices across MRT’s in Tokyo, the UK, Hong Kong and Singapore and their approaches to non-farebox revenue generation, including but not limited to how Property, Payments, Data and Advertising are the cornerstones of non-fare box revenue, and the increasing role technology plays in getting the various elements to work together.

TUBE, Manila’s first in-train passenger information + entertainment system was also unveiled as July marks the launch of TUBE’s debut across all 3 lines in Manila.


PHAR helps deliver fastest-ever selling EPCR Finals weekend


Earlier this month we celebrated our work with EPCR in helping to deliver the fastest-ever selling EPCR Finals weekend.

The sell-out Heineken Champions Cup Final saw Saracens emerge triumphant for their third European title in four years, whilst in the Champions Cup Clermont Auvergne bested La Rochelle in what was a record attendance for a UK-based European Challenge Cup Final game.

Since the 2016/17 season PHAR has been EPCR’s exclusive media agency.