Retail, advertising rights on Thomson-East Coast Line outsourced

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Retail, advertising rights on Thomson-East Coast Line outsourced

The rights for retail and advertising on the upcoming Thomson-East Coast Line (TEL) have been outsourced, as part of efforts to improve the line's financial sustainability, the Land Transport Authority (LTA) said.

This marks the first time non-fare businesses, which are currently run by MRT operators, have been outsourced. The move is expected to bring more than $164 million in concession fees for the LTA over the 16-year concession term.

This will begin when the 43km-long TEL, which SMRT won a $1.7 billion contract in 2017 to operate for nine years, begins revenue service by the end of this year with the opening of the first three stations.

"This will generate significantly more non-fare revenue per rider as compared with today, which will substantially improve the long-term financial sustainability of the TEL," said the LTA on Tuesday.

In February, Transport Minister Khaw Boon Wan noted that both SMRT and SBS Transit chalked up operating costs significantly higher than their fare income in recent years, as a result of an enhanced operating and maintenance regime.

Singapore University of Social Sciences transport economist Walter Theseira had previously said that outsourcing non-fare businesses could eliminate "potential distractions" for transport operators.

The advertising tender was awarded to Asiaray Connect, which put in a "competitive bid" with more than $140 million in concession fees over the concession term, the LTA noted.

Asiaray Connect is a subsidiary of Chinese firm Asiaray Media Group, which focuses on airport and metro line advertising.

The retail operator tender was awarded to a consortium of three firms - SMRT Experience, JR East Business Development SEA and Alphaplus Investments - with a bid of $24 million in concession fees over the concession term.

SMRT Experience is SMRT's retail and advertising arm, while Alphaplus Investments is an investment firm under FairPrice.

JR East Business Development SEA is a subsidiary of Japanese rail giant East Japan Railway Company.

The consortium's proposal included "well-designed retail spaces with a thoughtfully curated tenant mix", said the LTA, noting that this would maximise the revenue potential of retail spaces on the TEL.

The two were selected out of seven proposals from both local and foreign firms, submitted between January and April.

"Tenderers were evaluated on the quality of their proposal, as well as their ability to grow the local non-fare business and generate more non-fare revenue from TEL advertising and retail spaces."

The authority added that given the promising outcome of this tender, it is now exploring how it can expand the outsourcing framework to other transport assets, so as to increase non-fare revenues further.

"This may include other rail lines, buses, bus interchanges, or road and pedestrian infrastructure," it added.

A version of this article appeared in the print edition of The Straits Times on August 29, 2019, with the headline 'Retail, advertising rights on TEL outsourced'.

PHAR Partnerships published article here: http://www.pharpartnerships.com/pharnews/2018/5/6/lta-singapore-appoints-phar

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PHAR and ABS-CBN seal deal to power TUBE content

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PHAR and ABS-CBN seal deal to power TUBE content

PHAR and ABS-CBN Corporation, have agreed a strategic partnership where ABS-CBN content will power TUBE, Manila's first in-train TV network, reaching 1.3 million commuters per day.

ABS-CBN will bring their informational and entertainment content such as news, weather reminders, traffic updates and will be available to commuters via 1,000 TUBE screens installed inside LRT and MRT trains. Household programs like TV Patrol, MYX, Cinema One, Showtime, Sports+Action make up the programming mix. 

"It’s a new medium for them to enjoy content and a new medium for us to provide news content. It is another distribution channel for ABS-CBN," shared Mr. Paolo Pineda, Head of ABS-CBN's Creative Program Inc.

“What we do know is that the technology is in place, and the eyeballs are there, we just need to make the content as engaging as possible, and thats why ABS-CBN is the ideal partner” PHAR Managing Director - Asia, Prem Bhatia, said.

(Left to right) Cat Lopez, ABS-CBN Corp Head of Finance Operations, Paolo Pineda, ABS-CBN Corp Head, Prem Bhatia, PHAR Inc Managing Director, Maria Thessa Verano, Phar Inc General Manager (commercial), Christian Alfonso, Phar Inc Financial Controller. Aug. 15, 2019.

Published articles:

ABS-CBN News: https://www.abs-cbn.com/newsroom/news-releases/2019/8/15/abs-cbn-content-will-soon-be-available-to-lrt-and?lang=en

Adobo Magazine: https://www.adobomagazine.com/philippine-news/entertainment-media-abs-cbn-content-will-soon-be-available-to-lrt-and-mrt-commuters-via-tube/

Philippine Daily Inquirer: https://business.inquirer.net/276906/abs-cbn-rolls-out-in-train-tv

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PHAR creates naming rights deal with Jewel Changi Airport and HSBC

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PHAR creates naming rights deal with Jewel Changi Airport and HSBC

PHAR has created a partnership between HSBC and Jewel Changi Airport as a naming rights partner for one of its centrepiece attractions.

At 40 metres high, the HSBC Rain Vortex will be the world’s tallest indoor waterfall. The naming sponsorship with the global banking and financial services organisation will run for five years.

The 40 metre waterfall cascades through an oculus in the roof of Jewel’s distinctive glass and steel façade.

The HSBC Rain Vortex will set the stage for an hourly light and sound show, running from 8.30pm to 12.30am daily. During the “ethereal” show, a carefully controlled flow of water will create a cascading bead curtain that will interplay with the projected light imagery, enhanced by music and mist effects.

Jewel Changi Airport Devt CEO Hung Jean commented: “We want to offer consumers a multi-sensory experience in Jewel. The design of the HSBC Rain Vortex was inspired by the tropical rains in Singapore and will add novelty and wonder to the entire Jewel experience. Being the centrepiece attraction, visitors will be able to bask in its full glory at different vantage points.”

HSBC Singapore CEO Tony Cripps said: “We see great synergy in this partnership with Jewel Changi Airport. Jewel will be a very visible symbol of Singapore’s status as an aviation and financial hub in the region. Being associated with this iconic development is aligned to our ambition to be a leading bank for both Singaporeans and international businesses and customers.”

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PHAR brokers partnership between British Swimming and UP&GO


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British Swimming has signed a three-year deal with UP&GO, who will become their Official Breakfast Partner from 17th July 2019.

British Swimming, the national governing body for aquatics in the UK, oversees Swimming, Para-Swimming, Diving, Artistic Swimming and Water Polo. Responsible for the aforementioned five sports at an elite level, British Swimming sends representative teams to major international championships, implementing performance programmes to help deliver medal winning performances at junior and senior level.

The organisation also delivers a number of major events every year, ranging from national championships to major showcase international meets such as the World Para-Swimming Championships, which will take place on Queen Elizabeth Olympic Park in September.

UP&GO is a core brand of Life Health Foods which launched in the UK in 2015. Providing a convenient and nutritious breakfast solution for busy people on-the-go, UP&GO responds to a growing consumer demand for healthier, on-the-go solutions. UP&GO is a delicious milk & oat-based drink that is high in protein, calcium and fibre and fortified with vitamins and minerals. UP&GO is the fastest growing major breakfast drinks brand in the UK and is widely available in the cereal aisle of all major Grocers.

Another important element of the partnership will involve working closely with Becky Adlington’s SwimStars; a national learn to swim programme designed for all children aged 3-11. The programme teaches children to become competent, confident swimmers who could then make the transition to a swimming club or simply enjoy being active in the water. At present 12,000 children are involved in the programme each week and the plan is to expand this figure over the next three years with the support of UP&GO.


The deal was brokered by PHAR on behalf of their client UP&GO. Marcus Wight, CEO, PHAR, commented on the deal:

“It is the perfect example of what PHAR is about, creating a long term partnership that allows our client to tell their story with interesting content and using a range of digital platforms to provide the reach. It is a partnership that will benefit all parties as UP&GO spreads the message about the benefits of swimming to a wider audience.”   


Of the partnership British Swimming Chief Executive, Jack Buckner, said:

“We are absolutely delighted to have signed a partnership with UP&GO, whose values align closely with those of British Swimming. Aquatics sports are notorious for their early starts, with training sessions often taking place before most people are even out of bed; having a partner who can offer quick but high quality fuel will be of real benefit to our British stars.”

 

 Chris Laidlaw, CEO of Life Health Foods, said:

“We are extremely proud to have partnered with British Swimming and with Becky Adlington’s Swim Stars. We are passionate about inspiring & enabling as many people as possible to make the most of their mornings and enjoy the benefits of leading a healthy, active lifestyle. As an on-the go- drinks brand, a key aim of ours is to reduce breakfast skipping. We want to help people start their day in the right way.”


Becky Adlington OBE, double Olympic champion, added:

I’m delighted to be partnering with UP&GO to activate their partnership with British Swimming.  As well as being a wonderful family-oriented sport, swimming is such an important life skill for children and adults alike and I’m very passionate about encouraging all Britons to learn to swim.  I look forward to helping bring this partnership to life!”

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Prem Bhatia on Creating Non-Fare Box Revenue Streams

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Prem Bhatia on Creating Non-Fare Box Revenue Streams

PHAR’s Managing Director for Asia, Prem Bhatia spoke at the Philippine Railway Expansion and Technology Summit in Manila on June 20th.

The event brought together local and international stakeholders, government offices, operators and solution providers to discuss the current rail sector development’s progress in the country, and the multiple challenges it entails.

Prem spoke about how developing non-fare box revenue streams could serve the 1.3m people that travels on trains in Manila. Prem shared global best practices across MRT’s in Tokyo, the UK, Hong Kong and Singapore and their approaches to non-farebox revenue generation, including but not limited to how Property, Payments, Data and Advertising are the cornerstones of non-fare box revenue, and the increasing role technology plays in getting the various elements to work together.

TUBE, Manila’s first in-train passenger information + entertainment system was also unveiled as July marks the launch of TUBE’s debut across all 3 lines in Manila.

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PHAR helps deliver fastest-ever selling EPCR Finals weekend

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PHAR helps deliver fastest-ever selling EPCR Finals weekend

Earlier this month we celebrated our work with EPCR in helping to deliver the fastest-ever selling EPCR Finals weekend.

The sell-out Heineken Champions Cup Final saw Saracens emerge triumphant for their third European title in four years, whilst in the Champions Cup Clermont Auvergne bested La Rochelle in what was a record attendance for a UK-based European Challenge Cup Final game.

Since the 2016/17 season PHAR has been EPCR’s exclusive media agency.

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TUBE: MANILA’S FIRST IN-TRAIN TV NETWORK, LAUNCHED!

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TUBE: MANILA’S FIRST IN-TRAIN TV NETWORK, LAUNCHED!

Starting early April, train commuters of LRT-1, LRT-2, and MRT-3 in Metro Manila can expect exciting changes in their daily commute. Like Singapore, Hong Kong and Tokyo, Manila too will have its own Passenger Information System mounted in-train. Over 1,000 screens are being installed across the train system in the NCR. The system is called TUBE – Manila’s First In-Train TV Network.

TUBE is a real-time Passenger Information System which has been patented in the Philippines. The GPS-triggered system lets riders know what station is the next stop, when there is an emergency, or if there is any disruption to the train service. TUBE comes equipped with CCTV which will help train operators with real-time congestion information, as well as incident reporting.

"With the system from TUBE, an easier and more comfortable commute awaits LRT and MRT passengers as this new technology will keep them abreast with real-time information and other vital train service information apart from keeping them entertained. This improved technology works parallel with the mission of LRTA to give Filipino commuters an enhanced mobility and world class transport system", LRTA Administrator Reynaldo Berroya stressed.

Aside from providing basic information to passengers, what makes it thrilling is that commuters will also be treated to news, weather reminders, traffic updates, and exclusive short form videos created by some of the best local content creators in the Philippines.

“In this digital age where information is key, TUBE will become an integral partner of the DOTr-MRT3 in serving our passengers by enabling us to rapidly cascade the latest information on line operations and other important announcements. With this technology, not only will it help uplift train riders' commuting experience, but it is a small step towards modernizing our railway system” added DOTr-MRT-3 General Manager Rodolfo Garcia.

“TUBE is going to change the rules of engagement as far as media consumption is concerned. With 1.3 million passengers commuting every day, TUBE rivals the major television channels’ reach in the NCR. We work extensively with governments and transport operators in Asia and we can quite confidently say that TUBE is the best passenger information system we have seen. Sprinkle some cutting-edge content creators and you have something special in the making.” said Prem Bhatia, Managing Director Asia of PHAR Partnerships.

TUBE was officially launched on March 27 at an exclusive event at Penthouse 8747 in Makati. It was graced by advertising agencies, clients, media, content creators and PHAR partners. TUBE is currently installed in all LRT-2 and MRT-3 trains, and by July 2019 TUBE will be installed on the LRT-1 line as well.

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FIRST EVER EXPRESSWAY NAMING RIGHTS PROGRAM LAUNCHED WITH MCX

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FIRST EVER EXPRESSWAY NAMING RIGHTS PROGRAM LAUNCHED WITH MCX

This first-of-its-kind Naming Rights Program is an opportunity for brands that want to provide an unparalleled experience to the driving public. The MCX, operated by Ayala Infrastructure, has fundamentally changed how people access the SLEX and beyond. The MCX also saves PHP 400 million of fuel and PHP 1.3 billion man-hours of travel every year.

With total branding domination and bespoke activation, this is a 10-year program for brands and companies that truly want to contribute to easing the traffic woes in Metro Manila.

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PHAR Insights conducts market research for The Science Museum

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PHAR Insights conducts market research for The Science Museum

PHAR Insight worked with The Science Museum to carry out brand research to support the Corporate Relationships team in building high-value partnerships with the commercial sector and realise the full potential from its stature as one of the world’s most important and respected institutions.

PHAR designed a comprehensive programme of research and analysis, analysing the value of the Science Museum’s assets and also conducting original research into the values associated with the Science Museum – and attitudes towards the benefits created for individuals and for the UK economy from advancing the STEM subjects for which the Science Museum provides both inspiration and a world-class learning resource. 

The unique insights from this research and analysis are now used by the Corporate relationships team to provide a compelling evidence base that help to demonstrate the value of partnership with the Science Museum for potential partners.  

“The Science Museum has worked with many leading sponsors and partners over the years, leading the way in the museum sector,” commented Penny Canepa-Anson, Associate Director of Development at The Science Museum.  “The in-depth programme of research and analysis designed by PHAR Insight has provided us with strong evidence for our partners on where our points of strength and differentiation lie and enabled us to strengthen our case for partnership. It is widely used by the team and has strengthened our understanding of the value of our brand and our assets internally as well as externally.”

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