PHAR NEWS

PHAR client AirAsia paints Prasarana’s Bukit Bintang Monorail Station red!

PHAR is delighted to unveil our client AirAsia as one of the first official station naming sponsors in Malaysia, with the Bukit Bintang Monorail station now officially known as “AirAsia-Bukit Bintang”.
The first of its kind in Southeast Asia, the Station Naming Rights Programme devised by PHAR has offered brands the opportunity to bid for the right to transform a station to re-name the station and incorporate the brand’s identity within the station. The programme aims to result in better, additional or enhanced services as well as facilities for everyday commuters along the Rapid KL network while giving the advantage of new exposure and consumer engagement opportunities.

Datuk Kamarudin Meranun, Executive Chairman of AirAsia Berhad and Group CEO of AirAsia X, Tan Sri Tony Fernandes, Group CEO of AirAsia, Aireen Omar, CEO of AirAsia Berhad and Benyamin Ismail, CEO of AirAsia X Berhad officially launched the striking red AirAsia-Bukit Bintang Station in the presence of Dato’ Azmi Abdul Aziz, President & Group CEO of Prasarana Malaysia Berhad, Dato’ Mohd Zahir Zahur Hussain, CEO of Prasarana Integrated Development Sdn Bhd (PRIDE), and Ahmad Nizam Mohamed Amin, CEO of Rapid Rail Sdn Bhd.

Tan Sri Tony Fernandes, Group CEO of AirAsia said, “We are happy to collaborate with Prasarana Malaysia Berhad in painting the Bukit Bintang station red and naming it ‘AirAsia-Bukit Bintang’. We are very excited to be in the heart of the golden triangle as it gives us an opportunity to further elevate our brand presence in the capital’s commercial, shopping, entertainment and tourist hub.

“This station is the gateway to KL city centre and a place to meet. We have designed the interior for commuters to enjoy and enhancing the overall experience of using it. Rest assured it will not be a boring station,” he added.

In addition to the visuals of AirAsia’s destinations being displayed throughout the station, AirAsia has also created content throughout the station where commuters are able to engage with and stand a chance to win flights.

AirAsia has also added touch points for guests and consumers at the newly-named monorail station, with the setup of a new sales centre where the public can make flight bookings, flight changes, add-on meals, baggage as well as seat selection through this sales centre. AirAsia’s affiliates and partners such as Tune Protect, AirAsia BIG and the AirAsia Citibank Credit card are also featured in the station.

Dato’ Azmi Abdul Aziz, President & Group CEO of Prasarana Malaysia Berhad said, “We are delighted to have AirAsia as one of the pioneering corporations in the Station Naming Rights initiative.

“In addition to enhancing the sustainability of public transport services, the participation of AirAsia in this initiative would help us generate greater non-fare revenue to further enhance our service delivery, as well as to create a new travelling experience for our customers,” Azmi added.

PHAR Music connects the New FIAT 500 with Ella Eyre

The New FIAT 500 re-masters an iconic track with Ella Eyre at an exclusive event
The New FIAT 500 and British singer-songwriter Ella Eyre are set to re-master one of the world’s great pop tracks live in London today. Specially-invited guests and members of the media will see the New FIAT 500 on stage with Ella Eyre as they perform a specially re-mastered version of the No. 1 track “Best of My Love” by The Emotions bringing the UK launch of the New FIAT 500 to a spectacular conclusion. Details of how the New FIAT 500 will make its contribution to the track, and where the landmark London location for this special event will take place, are both still under wraps, however.

PHAR Music worked with Initials Marketing to put together an integrated partnership which involves advertising assets, content, social, the event itself and the recording and clearance of a new track for the TV campaign which starts on 4^th September.

Commenting on the collaboration with the New FIAT 500, Ella Eyre said: “It’s great to be working with FIAT, I loved working on the track – which I am really pleased with – and I’m looking forward to debuting it live in such a unique way.”

PHAR Football Talent brokers Mohammed Awal move to Moroccan side Raja Club Athletic de Casablanca

Awal, who was a member of Ghana’s squad that reached the final of the 2015 African Cup of Nations, joins on a free transfer having mutually terminated his deal with Saudi side Al-Shabab.

Raja Club Athletic de Casablanca are one of the biggest sides in Morocco having won eleven domestic titles and were the first African team to participate in the Fifa World Club Cup in 2000.

“I am delighted to have signed with Club Athletic and can not wait to join my colleagues for the season,” Awal said. “The dream of every footballer is to be able to represent a historic club that will allow him to continue his development, and Club Athletic fits the bill. I have spoken to the coach and he has assured me that we will work together to achieve the aims of the club and I am looking forward to that.”

PHAR Insight appointed to evaluate the naming rights opportunity at London’s Olympic Stadium.

PHAR Insight has been appointed to undertake an evaluation of the naming rights opportunity at London’s Olympic Stadium.
The stadium will, from the start of the 2016/17 season, be the new home of West Ham United FC, as well as hosting a range of top-class events such as the IAAF World Athletics Championships, Premiership Rugby matches and major concerts.

PHAR Insight will apply its proprietary EVALUATOR analysis tool to calculate the value of the marketing rights and benefits that naming rights sponsorship will deliver to a brand, and also undertake a review of the naming rights marketplace to help guide London Legacy Development Corporation (the stadium’s owners) on sponsorship pricing, and to demonstrate the value of the opportunity to interested brands.

PHAR Music partner Jools Holland with Sony Mobile

Sony Mobile were looking for someone who could speak with some authority on how music is made and the benefits of lossless digital files over the compressed digital music files we’re all used to. PHAR Music suggested that Jools Holland would be the perfect spokesperson and worked with Sony agency HeyHuman to put this association together.

Jools Holland has partnered with Sony Xperia Z3+ for a new video. The musician discusses the importance of hearing music in high-resolution and demonstrates all the qualities that can otherwise be missed if music is streamed or listened to on compressed formats.

Watch the Video Here

PHAR Unveils AirAsia, Bank Rakyat & Suez Capital for the Prasarana Station Naming Rights Programme

The first of its kind in Southeast Asia, the Station Naming Rights Programme offers corporations or brands the opportunity to bid for the right to transform a station to reflect the brand’s corporate identity and name the station after themselves – i.e. AirAsia – Bukit Bintang, Bank Rakyat – Bangsar and KL Gateway – Universiti – in exchange for a fee and enhancing the overall experience for commuters using it. The stations original names are retained in order to denote location. Implemented in partnership with Malaysia’s leading out-of-home advertising agency Big Tree Outdoor Sdn Bhd and UK based marketing and sponsorship specialist PHAR Partnerships, the Station Naming Rights Programme also creates a new source of non-fare revenue for Prasarana that can be used to enhance the services offered to everyone who travels around Kuala Lumpur.

Marcus Wight, CEO of PHAR Partnerships, commented: “We have been working with Prasarana and Big Tree for the last year to create this programme and to see the first three deals announced is very exciting. It is a genuine win-win for all parties, with consumers getting a better customer journey, Prasarana generating a new revenue stream and the brands having the opportunity to engage with customers and put something back into the local community.”

Prasarana Group Managing Director Azmi Abdul Aziz said: “Commuters can expect to see the benefits of the partnerships for them and new experiences at the AirAsia Bukit Bintang, Bank Rakyat Bangsar and KL Gateway Universiti stations when each partnership is launched.”

“It is a great opportunity for brands to create a continuously active touch point that engages consumers with their expanded brand presence, which also results in revitalized and more vibrant stations to deliver a new, exciting experience for commuters,” Azmi said.

“With AirAsia, Bank Rakyat and Suez Capital now investing in the transformation of the stations, we are expecting more interest in the concept which 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 Azmi.

Spencer Lee, AirAsia Head of Commercial said “We are happy to collaborate with Prasarana Malaysia Berhad and look forward to painting the Bukit Bintang station red! We are very excited to be in the heart of the golden triangle. This collaboration will further elevate our brand presence in the capital’s commercial, shopping, entertainment and tourist hub.

“The initiative is in line with our business expansion plan to tap into the private sector. It is also an alternative channel for our customers to reach us via the mini kiosk, ATM, CDM and ground activities which will soon be available at the Bank Rakyat – Bangsar Station.’ said Datuk Mustafha Hj. Abd Razak, Managing Director/President of Bank Rakyat.

“In-line with our brand promise to be a leading community builder, Suez Capital strives to enhance the living standards of our residents and communities surrounding our developments. With the KL Gateway development well underway, we believe that the residents, working professionals, retailers and shopping patrons will be able to experience better travelling convenience, especially when a 100-meter covered linked bridge will be built, connecting the KL Gateway Shopping Mall to the now renamed KL Gateway – Universiti Station,” said Datuk Ter Leong Hing, Group Managing Director of Suez Capital Sdn Bhd.

The stations will be officially launched starting August 2015.

PHAR to activate Ricoh’s Premiership Rugby sponsorship

PHAR has been appointed by Ricoh to activate the company’s five-year partnership with Premiership Rugby.
The deal brokered by PHAR in 2014 saw Ricoh become the Official Document Services Partner to Premiership Rugby, with the partnership providing a great opportunity for Ricoh to educate rugby fans on the company’s technical ability and IT expertise. Some of the partnership assets are already in place this season, including in-stadia branding via LED perimeter boards and the Ricoh Premiership Rugby Golf Day that took place on April 15th at Stoke Park with the likes of Matt Banahan, Mark Durden Smith and Shaun Perry in attendance.

The 2015/2016 season onwards will see an increase in collateral including unique assets such as big screen branding around every Television Match Official decision in Aviva Premiership Rugby. Ricoh will also be working with Premiership Rugby Clubs and conducting technology audits with the aim to streamline processes and increase efficiencies, which will in the long term benefit Premiership Rugby fans all around England. Details of the 2015/2016 activation will be announced later this year.

In addition to activation, PHAR is also conducting research across the five seasons through its Insight division to measure the impact of the Premiership Rugby sponsorship at a B2C level.

Manchester Velodrome and Aquatics Appointment

Phar has been appointed by Manchester City Council to review the opportunity for creating sponsorships at the National Cycling Centre and the Manchester Aquatics Centre. These assets, both legacy venues from the 2002 Commonwealth Games, are high-profile features of the city’s physical landscape and sporting infrastructure, and could provide brands with a stand-out opportunity to contribute to Manchester’s growing reputation as a centre of sporting excellence and a great place to live and work.

AirAsia named world’s and Asia’s best low-cost airline by Skytrax

Congratulations to AirAsia for grabbing the spotlight at the Skytrax World Airline Awards again this year, having won Asia’s and world’s Best Low-Cost Airline category.
Tony Fernandes said: “I’m proud to say that our staff banded together for our guests and we have emerged stronger than ever. To be named the ‘World’s Best’ for the seventh consecutive year is an incredible honour, and I dedicate it to the 17,000 AirAsia Allstars who are the force behind it all,” he said at the Paris Air Show in Le Bourget on Tuesday.

He also thanked his guests and stakeholders for continuing to believe in AirAsia: “After the year we have had following the QZ8501 crash, this award is the most meaningful for me. We are committed to continue innovating on all fronts to provide our guests with not only the best value, but also a superior travel experience, and convenience, using technology.”

A total of 19 million customer surveys were completed worldwide by over 160 nationalities, measuring standards across 41 key performance indicators of an airline’s front-line products and services.

Manchester Business School Appoints PHAR to develop and deliver a commercial partnerships programme

PHAR has been appointed by Manchester Business School, part of the University of Manchester, to develop and deliver a partnerships programme. Our first piece of work will be to evaluate the potential partnership opportunity, a piece of work that will be carried out by PHAR Insight. Once completed, we will then engage with the market, both in the UK and internationally, to secure relevant partnerships with appropriate brands across multiple sectors.
Russell Miller, Director of Sponsorship and Business Relations at Manchester Business School had this to say about PHAR’s appointment and the project they’re undertaking: “We’re delighted to be working with PHAR Partnerships. MBS offers a unique proposition to its partners. We see huge potential in creating longer-term partnerships with international brands who want to reach our national and international audiences, while getting close to our world-class research.”

Ian Tussie, Head of Partnership at PHAR who also runs PHAR’s Manchester office said, “MBS is a really exciting rights owner for us to be working with and we are looking forward to beginning this project. We strongly believe that for a brand, the opportunity to engage with students and enhance their experience during an exciting and equally vital time in their lives. MBS is one of the top 10 University business schools in the UK and renowned internationally as well and we are confident that its reputation will help attract leading brands.”