De'Xandra Livery Launch

De’ Xandra, Malaysia’s top perfume producer,  commissioned PHAR to forge a partnership with Air Asia (AA) for a special livery on one of Air Asia’s A320 aircrafts.  Part of the partnership is to stock De’Xandra perfumes on board all AA planes beginning Q4 this year.  

De’Xandra was established in 2013 and within a short span of 5 years, has managed to capture 40% of the local perfume market with an annual turnover of RM 60M and growing. Puan Erna, De’ Xandra’s owner, hopes that through the partnership,  they will be able to leverage on the airline’s extensive network in raising brand awareness and open new doors for the brand within the SEA markets within the next few years.

GATEWAY@KLIA2

Segi Astana Sdn Bhd, along with Malaysia Airports Bhd (MAHB), who own the integrated transportation hub, shopping complex, and car park at Kuala Lumpur’s KLIA2 airport, have signed an agreement with PHAR to own and operate all advertising and sponsorship assets within Gateway@KLIA2. The agreement runs from 2018 until 2028.

Nick Lockwood, Managing Director of PHAR said, "We are thrilled with the appointment knowing that Gateway@KLIA2 has huge potential as an awareness and engagement driver for our advertisers. Strategically, it made sense for PHAR given that KLIA2 (with 30.2 million pax) has now surpassed KLIA (28.2 million pax) in terms of passenger traffic in 2017. With PHAR also operating the Air Asia media assets (print, digital and ambient), adding the airport fulfills the end to end passenger journey for our advertisers."

LTA Singapore Appointment

PHAR, as part of a consortium led by KPMG, has been appointed by the Land Transport Authority (LTA) of Singapore to consult on the Non-Fare Business for the Thomson East Coast Line (TEL).

The consulting assignment will advise on various aspects of non-farebox revenue such as commercial arrangements and conduct market sounding opportunities with potential bidders for the TEL Non-fare business in preparation for an upcoming tender.  

Information on TEL

The TEL is a joint line between the Thomson Line and the Eastern Region Line. The 43km TEL will add 31 new stations to the existing rail network, with 7 interchange stations which will link the East-West Line, North-South Line, North-East Line, Circle Line and the Downtown Line. Commuters can start enjoying the TEL in stages in 2019.

Information on LTA

The LTA is a statutory board under the Ministry of Transport, which spearheads land transport developments in Singapore. As the agency responsible for planning, designing, building, and maintaining Singapore’s land transport infrastructure and systems, the LTA aims to bring about a greener and more inclusive public transport system, complemented by convenient options to walk and cycle from their homes or to their destinations. The LTA leverages technology to strengthen Singapore’s rail and bus infrastructure and provide exciting options for future land transport.

Jewel Changi Airport Appoints PHAR

PHAR has been appointed by Jewel Changi Airport (Jewel) to consult and design sponsorship opportunities for corporate partners.

The first task was to identify and assess Jewel’s sponsorship potential by packaging possible assets for sponsorship sales for the first phase.  After the first phase was complete, PHAR started engaging local and regional brands on long-term sponsorship opportunities at Jewel.

It is both PHAR and Jewel’s intent to secure a niche family of long-term sponsors by Q3 2018 and to create unique partnership engagements where the sponsors can align their strategic vision alongside Jewel. Sponsors can also use Jewel as a fulcrum of their marketing activities, bringing attributes which can enhance customer’s experience at Jewel.          

About Jewel Changi Airport (www.jewelchangiairport.com)

Jewel Changi Airport is a joint venture between Changi Airport Group (CAG), manager of Singapore Changi Airport; and CapitaLand, one of Asia’s largest real estate companies.  The Jewel complex is currently being constructed and is expected to open in 2019. Located in front of Changi Airport’s Terminal 1, Jewel will be a world-class lifestyle destination in Singapore enhancing Changi’s appeal as a premier air hub.

Designed by world renowned architect Moshe Safdie, Jewel will feature a distinctive dome-shaped facade made of glass and steel, making it an iconic landmark in the airport’s landscape.  At approximately 134,000 sq. m. in size, it will offer a range of facilities including airport services, indoor gardens and leisure attractions, retail and dining offerings as well as a hotel, all under one roof.                                                                        

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Smart contributes to a better LRT-1 EDSA Station

Smart Communications, Inc. and PHAR have signed an agreement where Smart will 'dominate' the entirety of EDSA LRT-1 station.

The “Station Domination” program is included in LRMC’s P500-million Station Improvement Program which aims to improve accessibility, safety, and security of over 500,000 passengers daily.

Through the initiative, LRT-1 EDSA Station will sport Smart’s signature green color. It will also bear informative Smart ads, complementing station upgrades, such as the installation of LED billboards, large format and digital displays and video walls.

“Smart and LRMC are both vying for transformation programs. This partnership will enable LRMC to provide commuters with a more fun and productive commuting experience at LRT-1. Smart will also be able to contribute to further improvement of the train and station facilities. Likewise, it will also support the country’s growing needs as more Filipinos turn to the digital lifestyle,” said Prem Bhatia, Managing Director for Asia of PHAR Partnerships.

“By providing better WiFi coverage in high traffic areas such as the LRT-1, we can help make the commuting experience for people more pleasant and productive. They can use the travel time to catch up with their social media conversations or their office emails on their mobile phones. They can also learn about the growing range of services that we offer our customers," said Ramon R. Isberto, head of PLDT and Smart Public Affairs.

Smart will also ramp up cellular and Wifi coverage in EDSA LRT-1. Passengers can now enjoy carrier-grade Smart Wifi for initial free minutes or purchase Smart Wifi PINs if they need to connect for a longer period of time.

“Carrier-grade” means that the Smart Wifi network is highly reliable, well-tested, highly available and supports most services and devices.

Reliable Wifi access anywhere

Apart from powering LRT-1’s EDSA Station, carrier-grade Smart Wifi has also been installed at the Doroteo Jose, Abad Santos, Gil Puyat, Pedro Gil, R. Papa and U.N. Avenue stations.

Carrier-grade Smart Wifi is available in Metro Manila and 40 other provinces, following Smart’s ramped-up roll-out of the service in the government offices, hospitals, schools, restaurants, airports and transportation hubs, and other key high-traffic areas across the country.