PHAR Partnerships

HOME Manchester appoints PHAR to secure sponsors for new multi art centre


PHAR, the specialist sponsorship agency, have been exclusively appointed by HOME, Manchester, to help secure partners and sponsors for the new arts centre opening in March 2015. HOME will be the third largest arts centre in the UK, the biggest outside London and will offer something new and innovative to audiences in the North West and beyond. It will be the focal point of the new First Street development in the city centre and has been formed by a merger between Cornerhouse and the Library Theatre Company.Housing a gallery, theatre, 5 cinemas, café, bars and a restaurant, HOME will be central to Manchester’s arts and culture offering and has the backing of key stakeholders in the city.

Marla Cunningham, Development Director at HOME, said “We’re delighted to be working with Phar Partnerships. Our new multi art centre, HOME, will be a significant addition to the cultural offer for the region and a big part of the regeneration of Manchester City Centre. We think this will be very attractive for savvy brands who want to support arts and culture while getting a multitude of benefits by association.”

The project will be run by PHAR’s Manchester office and Ian Tussie, Head of Partnerships at PHAR, is very positive about the new project. “HOME is a really exciting new project and something that will appeal greatly to potential sponsors and partners. There’s nothing else quite like it in Manchester and the precedent set by the South Bank Centre, which has a plethora of sponsors, makes us very positive that there will be brands interested in investing in the project, engaging with an audience of around 750,000 each year and working with HOME on its fantastic CSR activities.”

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


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 Talent’s Lynsey Sharp wins gold at the 2014 British Championships


With an outstanding performance, Lynsey Sharp demonstrated she’s the best 800m in the UK as she claimed gold at the Sainsbury’s British Championships held at the Birmingham Alexander Stadium on June 29. Her victory confirmed her appearance at the European Championships in Zurich in August, where she will defend her European title, representing Team GB.Sharp clocked 2.01.40 minutes in Birmingham – she thought she had run faster as well after the clock in Birmingham prematurely stopped early in the final of the 800m – as she beat Alison Leonard into second and veteran Brit Jenny Meadows into third.

“It's been the hardest year, so to come back and do that is amazing,” said Sharp.

Sharp has spent the past 12 months fighting injury, undergoing surgery twice to resolve a painful leg tendon, missing almost the entire 2013 season. Only weeks ago she qualified for the upcoming Commonwealth Games, where she will represent Team Scotland.

PHAR pioneers first ever commercially branded airline in the Philippines


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