Travel 3Sixty increases distribution

Audit Bureau of Circulations, Malaysia (ABCM) has revealed that AirAsia’s inflight magazine Travel 3Sixty has seen an increase of 12% in distribution for the period of January to December 2015.

Back in 2014, Travel 3Sixty was the only inflight publication in Malaysia and the region to be audited by ABCM and it continues to maintain this status for 2015.

Datuk Kamarudin Meranun, publisher of travel 3Sixty said, “Our inflight publication is one of a kind, reaching out to millions of travellers every month and providing advertisers with high value and even higher visibility. We are proud to be the only inflight publication in this region to be audited by ABC and this is our commitment towards transparency. As we grow the number of guests we fly each year, we look forward to offering advertisers better value through our inflight magazine as well.”

The authentication by ABCM for travel 3Sixty provides current and future advertisers in the magazine a greater accountability of its advertising investments.

Travel 3Sixty provides all travellers with the best and latest in travel, arts and culture, lifestyle, sports and photography with fresh perspectives on the destinations and countries that the AirAsia group connects to.

PHAR and AirAsia launch ASEAN’s largest publisher-side trading desk

PHAR has launched South East Asia’s largest publisher-side trading desk in collaboration with AirAsia.

The digital performance platform, called ‘PHAR Focus’, has been developed to serve the objectives of traveller related digital campaigns. It enables advertisers to reach travellers across ASEAN with relevant and timely messaging providing both better results for advertisers, and more engaging and useful content for the consumer.

 The audience data captured runs into the billions of data events every month, and relates to travel behaviour, purchase intent, demographic and lifestyle indicators.

 The data segments enable targeted ads on AirAsia.com and across 3rd party sites and exchanges. Ads can be served across Asia, with a focus on ASEAN due to the high volume of passengers in the region.

 Key to the decision to launch an in-house publisher trading desk was the control and safety it brings to site and app behaviour data. It also extends the scale of inventory available to small but valuable segments of travellers. All audience data collected is not personally identifiable.

 The new trading desk is operated by PHAR’s team of traders and digital operations staff, who are specialised in travel related programmatic campaign optimisation. Working with major advertisers in the region, the platform has already delivered market leading results since its soft launch in April 2016.

 Marcus Treacy, Head of Digital at PHAR said, “We are very excited to roll out the AirAsia travel intent data across our client portfolio in Asia. Unlocking the value of the data through managed campaigns by our expert traders will transform campaign performance and reduce wastage significantly.

 Prem Bhatia, Managing Director Asia at PHAR added, “As programmatic advertising becomes a top focus for advertisers throughout the region, the importance of quality data at scale is becoming more and more apparent. We are excited to be able to bring an unrivalled data offering that is already delivering market leading performance for our key clients across the tourism, banking and telco sectors in particular.”

 Siegtraund Teh, AirAsia Group Chief Commercial Officer said, “We are excited to partner with PHAR to not only create more opportunities to work with our advertising partners, but also to bring more relevant, personalised and interesting messaging to our guests. This collaboration with PHAR will enable us to capitalise on the information we have to better understand our guests and enhance engagement."

AirAsia named World's Best Low-Cost Airline for the eighth year running

PHAR client AirAsia has been named the World's Best Low-Cost Airline and Asia's Best Low-Cost Airline for the eighth year running.

It lifted the awards once again at the 2016 Skytrax World Airline Awards, dubbed the 'Oscars of the Aviation Industry', at the Farnborough International Airshow in the United Kingdom.

The Skytrax Awards are the global benchmark of airline excellence with over 19 million customers from 104 nationalities surveyed worldwide, measuring standards across 41 key performance indicators of an airline's frontline products and services.

AirAsia also announced at Farnborough that is has agreed to buy 100 A321neos from Airbus in order to meet rising demand.

PHAR brokers deal for Tune Protect to sponsor Malaysian Football referees

PHAR have brokered a deal for Tune Protect to become the Official Insurance partner of Football Malaysia, which will also see them sponsor the referees.

Tune Protect's brand logos will feature on referee kits’ arm sleeves for all competitions, including the Super League, 100PLUS Premier League, the TM Malaysia Cup and the Superbest Power FA Cup.

The deal also includes opportunities for comprehensive marketing, sales promotion, engagement activities, in-stadium branding, corporate hospitality as well as, the use of club and player image rights for promotion purposes around the two premier competitions.

“Having top-tier referees carrying its brand values of professionalism and integrity into every football match in the Malaysian league was a key aspect of our involvement with Football Malaysia,” Razman Hafidz bin Abu Zarim, chairman of Tune Protect Group Berhad said.

Football Malaysia, chief executive officer, Kevin Ramalingam said the partnership “is a major signal of the strong marketing value of the leagues and cup competitions, and a great example of more corporates and sponsors recognising how such partnerships benefit their brands while helping to drive Malaysian Football forward.”

WATERAID APPOINTS PHAR TO IDENTIFY MARKETING VALUE OF NON-PROFIT PARTNERSHIPS FOR BRANDS

International development charity WaterAid has appointed sponsorship specialists PHAR to undertake an analysis of the marketing value that non-profit partnerships can deliver for brands.

PHAR’s work involves a comprehensive review of partnership value from a number of angles – including consumer research into the values associated with WaterAid and other international and national non-profit organisations, analysis of the impact of non-profit partnership on brand image and the evaluation of the marketing benefits that are provided to partners.

With the results of this study, WaterAid aims to provide brands with objective evidence of the value of partnerships to their business, as an impactful marketing activity.

Penny Canepa-Anson, Senior Business Development Manager at WaterAid, commented: “There has always been a compelling value proposition for the difference that corporate support for WaterAid’s work can make. However we know that brands’ budgets are under ever-growing pressure and it is increasingly important that we can demonstrate the value of partnership as a valid marketing investment.  PHAR’s extensive experience as sponsorship evaluation specialists is already making a real difference in providing us with powerful and objective evidence of the marketing value created by a partnership with WaterAid.”

Alastair Macdonald, Director of PHAR, added: “Globally over one in ten people are without access to safe water, and one in three people do not have access to a safe, private toilet.  WaterAid’s ambitious vision is of a world where everyone everywhere has access to safe water and sanitation by 2030. Our research is showing that consumers believe brands have a crucial role to play in supporting this cause through partnership. It also reveals the marketing benefits that such partnerships can deliver for the brand.  This evidence supports a change of mindset regarding brand partnerships with non-profits – from a philanthropic activity to being recognised as an effective marketing investment.”

Normal0falsefalsefalseFRJAX-NONE/* Style Definitions */table.MsoNormalTable{mso-style-name:"Table Normal";mso-tstyle-rowband-size:0;mso-tstyle-colband-size:0;mso-style-noshow:yes;mso-style-priority:99;mso-style-parent:"";mso-padding-alt:0cm 5.4pt 0cm 5.4pt;mso-para-margin-top:0cm;mso-para-margin-right:0cm;mso-para-margin-bottom:8.0pt;mso-para-margin-left:0cm;line-height:107%;mso-pagination:widow-orphan;font-size:10.0pt;mso-bidi-font-size:11.0pt;font-family:"Arial","sans-serif";mso-bidi-font-family:"Times New Roman";mso-bidi-theme-font:minor-bidi;mso-fareast-language:EN-US;}