PHAR launches new digital marketing ecosystem on Manila's Metro

Having been appointed in 2016 as the exclusive ancillary revenue partner of LRT-1 operator Light Rail Manila Corporation (LRMC), PHAR has just finished installing digital ad assets as part of the upgrades of the recently inaugurated new Doroteo Jose station.

With their refreshed looks, LRT-1’s new ad assets have become more effective platforms to reach Filipino consumers.

“LRT-1 is a marketing ecosystem which remains highly untapped. It has great potential to increase awareness for different brands and has key points that can nurture and deepen brand loyalty,” said PHAR Managing Director for Asia Prem Bhatia.

“With digital advertising environment, cloud-controlled software, the introduction of free Wi-Fi plus the presence of a standardized retailing in LRT-1, consumers experience much more than advertising, they witness a creation of a marketing ecosystem,” Bhatia added

PHAR has already signed Globe, Smart, PSBank, Cherry Mobile, and Lamoiyan Corporation to venture in the LRT-1 ecosystem.

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National Cycling Centre secures HSBC as Title Sponsor

Following PHAR’s evaluation of the naming rights opportunity at the UK National Cycling Centre, HSBC was announced in January 2017 as the centre’s new sponsor. 

The HSBC UK National Cycling Centre is not only the headquarters of the UK’s all-conquering cycling team, but also hosts a range of year-round grassroots and community events and programmes, including track cycling, BMX and mountain bike activities

PHAR was appointed by Manchester City Council following a competitive tender proves to identify the value of the naming rights opportunity, and advise on how the commercial potential could best be realised.  Using PHAR’s proprietary sponsorship analysis tools, we not only identified what the opportunity was worth in the sponsorship marketplace, but provided the Council with the level of evidence and rigour required to support the negotiation and approval processes.

“We are delighted that the home of British Cycling and the Great Britain cycling team will now be known as the HSBC UK National Cycling Centre,” said British Cycling’s chief operating officer Jamie Obank.

Regarding the evaluation undertaken by PHAR, a spokesman from Manchester City Council added, “Your work on the HSBC deal was a great help thanks. Having the principles and rationale you provided was excellent.”

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AirAsia Indonesia launch a new livery presented by TAGG

SIXCAP, a Singapore-based financial technologies company, has unveiled their TAGG by SIXCAP livery on one of AirAsia Indonesia’s Airbus A320 aircrafts. SIXCAP will also be capitalising on AirAsia’s multi-million digital citizenship to launch TAGG to the Indonesian market.

 TAGG is sci-fi strategy game that combines the virtual world of gaming and the real world of financial technologies. By monetizing in-game assets and activity, TAGG transforms gaming into a productive and meaningful value-creating activity. Powered by SIXCAP’s award winning innovations in financial technology, gamers can earn as they play.

 Check out their awesome “making of” video:

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PHAR LAUNCHES EDSA NAMING RIGHTS AND STATION PARTNERSHIP PROGRAM

Following our successful launch of a similar program in Kuala Lumpur, PHAR has been appointed to create a naming rights and station partnership program in Manila, Philippines.

We are offering brands the opportunity to sponsor the EDSA LRT-1 station, including the right to integrate their brand identity into the name of the station.

Currently, the LRT-1 line’s monthly ridership is 13.5 million, and EDSA accounts for 1.5 million monthly riders.

The revenue generated from this exercise will be used for the upgrade of the EDSA LRT-1 station. This includes the rehabilitation of the roofing and flooring of the station, complete electrical overhaul, additional security measures and passenger conveniences, and introduction of a retail environment.

Commenting on the program, PHAR Managing Director Prem Bhatia said, “Urban transport is a critical component of any metropolis and programs like this are the most exclusive type of initiatives available to marketers. It helps companies and brands demonstrate their willingness to invest in their cities’ development, while engaging with thousands of daily commuters, over several years. It has been successfully implemented in cities like Kuala Lumpur, New York, Madrid, Philadelphia and New Delhi and we look forward to making it a reality in Manila.”

The criteria under which companies can apply for the program include that it is a multi-year agreement, and restricted to businesses established in the Philippines, for at least two years. The RFP can be downloaded from www.lrmc.ph. Queries may be sent to LRMC@pharpartnerships.com

SoundTrack – Pinoy talents take on the LRT-1 station stage

To exhibit Filipinos’ talent and inject new life to one of the metro’s major transport lines, international media and marketing agency PHAR Partnerships, in partnership with the Light Rail Manila Corporation (LRMC), introduces SoundTrack—a new, exciting experience featuring up and coming artists to entertain the riding public in LRT-1. This busking program launched just in time for the season of merriment. It features performances that promise to give commuters a reason to have fun and relax as they go through their daily commutes – reinventing the public space of the of the city’s major transport.

Noting the breadth of Filipino talent, PHAR handpicked homegrown performers with the help of indie-music and creative partners to enthrall Metro Manila’s entertainment-loving commuters.

“Metro Manila’s commuters spend a lot of time on the road, and they deserve great experience while on their journey. With so much talent in the Philippines, we decided to do a search – a fun and engaging way of tapping great potentials out there. We were amazed at the sheer diversity of submissions, and for the launch, we are proud to have chosen those who we think will make the audience stop, relax and smile,” said PHAR Managing Director for Asia, Prem Bhatia.

Six buskers have been selected to perform at the Doroteo Jose station, one of the busiest stations in the heart of Manila. Performance started last November 25, and will continue in the next two Fridays of December – 2 and 9.

Chosen after a rigorous talent search, the winning street performers now get to show off their talents and engage the commuting crowd. Selected talents will belt out pop favorites, Christmas tunes and some original compositions. Together, their talent and energy are expected to cheer up the stage and riders amidst the hustle and the bustle of the station.

“Filipinos love Christmas and they love to have fun, and this is exactly the mix we want to offer them, perhaps to relieve them of the stresses of traffic and provide them the kind of entertainment they would appreciate. SoundTrack will completely redefine commuters’ experience on the road. We are sure peoplewill enjoy our treat,” Bhatia concluded. 

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