PHAR Partnerships has been appointed by Sydney International Airport (SYD) to develop long term brand marketing partnerships and explore additional solutions to enhance the passenger experience at the airport.
During the initial 6-month consultancy engagement, PHAR will review the airport estate and identify marketing assets which will help brands tell an engaging story to their customers who pass through SYD. PHAR will use their proprietary, market-leading sponsorship analysis tools to calculate asset values and create a partnership framework for the partnership programme.
Andrew Fraser, Head of Partnerships Asia commented, “Being appointed by Sydney Airport is very exciting for PHAR. In this fast-changing media environment, we truly believe that global blue-chip brands will benefit hugely from these long-term brand partnerships as there is often a very close synergy between what brands and airports are looking to achieve. This can, crucially, have a positive impact on the experience of passengers and customers at the airport. Sydney Airport is very forward thinking in their approach to the continual improvements they can offer their customers and so brands will naturally see Sydney Airport as a great platform to leverage their expertise.”
PHAR brings extensive global experience in creating long term brand partnerships, having worked on some global, high-profile projects such as Jewel Changi Singapore, Transport for London and the Santander Cycle Hire Scheme, and the first ever naming rights programme of a mass transport system in South East Asia with Prasarana in Kuala Lumpur.