marketing times - Pakistan International Airlines

Transcription

Issue
Issue04
10
Marketing Times
THE PIA MARKETING E-MAGAZINE
Pak-China
60 years of
Friendship
January
2011
July 2011
MARKETING TIMES
Toll Free Nos. Pakistan: 111-786-786, 111-FLY-PIA, KSA: 800-844-0524, UAE: 8000-441-1270, UK: 0-800-587-1023, USA & Canada: 1-800-578-6786, France: 0800-90-5350, Visit our website: www.piac.aero
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22
04
Index
Pak-China 60 years of Friendship
04
‘Lok Mela’
15
Young Pilots for one day!
18
BCW 2011 (Karachi)
22
Cheap-Munks concert at Area 51(Roof-top)
41
Reader’s Feed Back & Farewell Message
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For comments & suggestions: [email protected]
MARKETING TIMES
Editorial Team
Saadat Usman Baig
Chief Editor
Osama Mustafa Lone
Editor
Zeeshan Ahmed Khan
Creative & Graphics
Designer
Muhammad Hasnain
Sub-Editor
YEARS
MARKETING TIMES
PIA pays its tribute to this glorious friendship on the 60th anniversary of establishment
of Sino-Pak Diplomatic Relations that falls on May 21, 2011
Sino-Pak Friendship
‘Higher than the mountains
and deeper than Oceans’
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COURTESY BY:
OSAMA lONE
MARKETING TIMES
‘In the early 1970’s, Pakistan’s vital help
made possible the breaking of ice between
China & US that had existed for more than 2
decades by enabling the US National
Security Advisor Henry Kissinger to
undertake a secret visit to China to meet
Chinese Premier Zhou Enlai’
In a land whose name means”Land of the Pure”
nothing unites Pakistanis from all strands of
thought than a solid continuous commitment to
maintaining and boosting the Sino-Pakistan
relationship.
In Pakistan, governments have come and fallen,
various dictums held sacred for long have been
abandoned in a fortnight… but when it comes to
Love for The People’s Republic of China (PRC),
Pakistani elites and masses, whether they belong
to the left or right, whether they are in khaki or
mufti stand firmly united.
On May 21, 2011 marks the 60th anniversary of
diplomatic relations between China and
Pakistan. Pakistan was amongst the first Muslim
and non-communist countries that recognized
People’s
Republic of China.
Both countries have
over the decades tried
to out-do each other in to
support each other without concern for consequences
in times of need. Both countries have literally paid in
blood to nurture their bond.
Around 2000 Pakistanis and some 500 Chinese laid
down their lives building the Karakoram
Highway…the only land-route that links the both
nations physically.
Pakistan played a significant role in the early 1960’s and
70’s to bring China out of the international isolation
imposed on it by the western world due to ideological
differences. Its national Flag Carrier PIA was the first
commercial airline from a non-communist country to
commence flight operations to Communist China.
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MARKETING TIMES
To make these flight operations possible, an
agreement between the civil aviation authorities of
both the countries was signed first on August 29, 1963
under which both countries allowed each other’s
airline to commence flight operation on selected
routes in Pakistan and China. Thus the ‘air blockade’ of
China finally ended. Pakistan however had to come
under heavy criticism from the anti-communist
ideologues in the Western world. US government
cancelled its plans to fund the $ 0.4 million Project to
expand Dacca airport.
The First Scheduled commercial flight to China took
place in 1964. Here is a first hand account from a top PIA
official of the welcome that this flight received upon its
arrival in China:
“PIA had spread its wings. I can detail its many ‘firsts’ in
the airline industry but none quite matched its airlink to
the People’s Republic of China, a stunning breakthrough
, an explosion of aviation history whose implications
went beyond commercial aviation . I was associated
with it closely, from the press release that had to be
vetted by no less than a person than the foreign
secretary to receiving the first scheduled flight at
Shanghai airport. I had gone ahead on a proving
flight and had taken with me the film crew of A.J.
Kardar who was making a documentary on PIA and the
world-renowned Swiss photographer, Ren Burri.
Never in the history of civil aviation has a commercial
flight been received with the protocol reserved for a
head of state or a reception accorded to a returning
hero. Thousands of school children had been brought
to the airport and they waved small flags and chanted
slogans and broke into song. The irony was not lost
that the aircraft was the American made Boeing 707.
China and the United States were then not on speaking
terms unless it was to hurl abuse at one another. I
never felt so proud as I did then, to be a Pakistani and
to be a PIA employee. It went beyond merely great
people to fly with.”
In the early 1970’s, Pakistan’s vital help made possible
the breaking of ice between China & US that had
existed for more than 2 decades by enabling the US
National Security Advisor Henry Kissinger to
undertake a secret visit to China to meet Chinese
Premier Zhou Enlai. Prior to the visit, Pakistani
foreign office worked for months to create a climate
of trust that could make this visit possible. It was on a
PIA American built Boeing 707 piloted by the
‘Its national Flag Carrier PIA
was the first commercial
airline from a noncommunist country to
commence flight operations
to Communist China’
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MARKETING TIMES
‘During the 1980’s China
strongly supported
Pakistan’s stance on the
Afghanistan issue. In
present times China and
Pakistan are
cooperating closely in
combating terrorism and
maintaining regional
stability’
legendary Capt. Mirza Taimur Baig on which Dr. Henry
Kissinger actually traveled to Beijing from Islamabad on
July 9, 1971. Use of an American aircraft posed the threat
of blowing of the lid of secrecy from the mission possibly
killing the budding Sino-US re-rapprochement in its
infancy. This visit has been described as one of the
greatest diplomatic breakthroughs since World War II
and led to the ‘opening’ of China which set in a chain a
series of historical forces and processes that has
catapulted China to its current position of Great Wealth
and prosperity.
In 1960s, when Burundi broke-off its relations with China,
it was towards Pakistan’s national Flag Carrier PIA that
China turned to have its embassy staff from Burundi. PIA
successfully accomplished this task despite a bomb
scare.
Over the years Pakistan helped China become a
member for the United Nations and has also been
instrumental in helping China develop excellent
relations with the Muslim world as well as resolutely
defending Chinese interests at the Organization of
the Islamic Conference (OIC), which is the collective
voice of the Muslim World. Pakistan therefore acts as
a contact point for China's engagement with the
Muslim world. Finally Pakistan has always supported
China on all issues of importance to the latter,
especially those related to the question of China's
sovereignty e.g. Taiwan, Xinjiang, and Tibet and other
sensitive issues such as human rights. PIA therefore
has been present at each of the peaks of the romance
between China and Pakistan. It takes great pride in its
services for the cause of Sino-Pak Strategic
relationship and why should if not? PIA was the
brainchild of none other than the Founder of the
Nation Quaid-e-Azam Mohammad Ali Jinnah himself,
who recognized the need for a national Flag Carrier
for Pakistan way back in 1946, even before the
country’s creation.
As the progeny of Quaid-e-Azam, it is duty bound on
PIA to do all it can to serve the Sino-Pak Alliance which
more than anything else has ensured the physical
existence of this ‘land of the pure’.
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MARKETING TIMES
China has been the principal supplier of conventional arms
to Pakistan since 1966 especially fighter aircraft. This has
saved Pakistan from the worst trepidations of Western
sanctions on arms supply that have crippled many a air
force and land formation. Chinese military sales to
Pakistan always came ‘with no strings’ attached and on
generous financial terms. Much of the progress that
Pakistan has made in the field of indigenous defense
production has been a result of guidance and technology
transfer provided by its Chinese friends. The first time
Chinese used the veto power in the UN Security Council
was for Pakistan, on August 25th 1972 when it vetoed a
proposed resolution to give the newly created Bangladesh
membership of United Relations.
This was a very threatening moment for Pakistan as
Bangladesh’s admission to UN would have jeopardized the
return of its armed forces personnel held illegally by India
even after cessation of Combat operations and return of
its territory in the Punjab occupied by India upon
imposition of war by it in 1971. During the 1980’s China
strongly supported Pakistan’s stance on the Afghanistan
issue. In present times China and Pakistan are cooperating
closely in combating terrorism and maintaining regional
stability. When a US delegate once confronted a Chinese
diplomat about Beijing's uncompromising support for
Pakistan, the Chinese reportedly responded with a
heavily-loaded sarcastic remark: "Pakistan is our Israel".
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‘Pakistan helped China become a
member for the United Nations
and has also been instrumental
in helping China develop
excellent relations with the
Muslim world as well as
resolutely defending Chinese
interests at the Organization of
the Islamic Conference (OIC)’
The sentiments are mutual. According to a Pew
survey of Pakistani public opinion in 2009, 84 percent
of respondents said they had a favorable view of
China and 16 percent had a favorable view of the
United States.
MARKETING TIMES
These results showed that Pakistan is
the most pro-China country in the
world.
Off late China’s economic
engagement with Pakistan has been
touching a new high. The two
countries are cooperating on a
variety of large-scale infrastructure
projects in Pakistan, including
highways, gold and copper mines,
major electricity complexes and
power plants, and nuclear power
projects.
‘The first time Chinese
used the veto power in
the UN Security
Council was for
Pakistan’
With more than 5000 Chinese
workers engaged in 120 projects in
Pakistan, total Chinese investment-which includes heavy engineering,
power generation, mining, and
telecommunications--was valued at
$4 billion in 2007 and is expected to
rise to $15 billion in coming years.
One of the most significant joint
development projects of recent
years is the major port complex of
Gawadar, located in the Pakistani
province of Baluchistan. The
complex, inaugurated in December
2008 and now fully operational,
provides a deep-sea port,
warehouses and industrial
facilities for more than twenty
countries. China loaned much of
the technical assistance and funds
for the construction of the port.
PIA in keeping with its historical
traditions is again playing a vital
role in this new phase of Sino-Pak
romance. Its two bi-weekly flights
(PK852/853) between Pakistan
and Beijing serve the needs of
government officials of both
countries, especially those
belonging to the defense services.
Large number of Pakistani
defense personnel based in China
and vice-versa working on the
numerous defense projects. A lot
of defense equipment bought
from China by Pakistan finds its
way to Pakistan through PIA
aircraft. China has also begun to
attract Pakistani students and
currently 3500 Pakistani students
are studying in China in various
universities. PIA helps them take
their yearly trip back home with
its student discount package.
‘Large number of
Pakistani defense
personnel based in
China and vice-versa
working on the
numerous defense
projects’
For the large no. of high level
corporate executives, white-collared
and blue-collared Chinese workers
working in Chinese companies having
projects in Pakistan; PIA is an
excellent means of undertaking their
regular visits to their homeland.
Note: PIA has the highest yield on
Business Class on its China flights.
Business Travel from Pakistan to
China has also increased steadily. Big
Businessmen go for facilities rather
than fares. Small businessmen known
locally as “khaipias’’ look to save on
air fares. The destination for both
small and big businessmen tends to
be Shanghai and Guangzhou where
By the way this is a literal PIA has recently appointed a General
fulfillment by Pakistanis of the Sales Agent (3500).
following command of their
beloved Prophet Mohammad As for Shanghai, PIA would like to
(P.B.U.H):
start flight operations to it, at least
“Strive to get yourself educated, f o r c a r g o w h e n r e s o u r c e s
even if you have to go to China’’.
materialize.
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MARKETING TIMES
Flag 4: 1963- Welcoming a Delegation from the Chinese Civil Aviation
Authority headed by its Deputy-Director Mr. Shinto on the Karachi Airport in
1963- This delegation had come to finalize the agreement under which airlines
of both countries could commence flight operations on selected routes.
Flag 3: 1964 - Capt. Taimur Baig (centre) after completing first proving
flight of a PIA Boeing 720B at Shanghai, China. Mr. Omer Kureishi (left)
also seen in the photo. Photo Source: Book titled 'I Remember'
authored by Ex-MD PIA Enver Jamal.
Acknowledgments & Courtesy:
?
Pakistan Chronicles’ by Mr.Aqeel Abbas Jaffery--Fazlee Sons Private Limited
www.fazleebooks.com
?
“Great People to Fly With” by Mr.Omar Kureishi—Humsafar Magazine, JulyAugust 2004 Edition
?
“PIA, the way it was” by Mr. Khalid Hasanhttp://www.khalidhasan.net/2008/07/18/pia-the-way-it-was/
?
“I Remember” by Enver Jamal (Ex-MD-PIA)
?
www.historyofpia.com
?
Pakistan Postal Service - http://www.pakpost.gov.pk/
?
Abbas Ali CollectionAjaz Karim Collection
Note: Appreciation has to be reserved for Marketing Times Graphic Designer Mr.
Zeeshan Ahmed for his work on the graphics.
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MARKETING TIMES
Flag1: A 1999 PIA print advertisement celebrating 35 years of non-stop
service to China. PIA's famous & legendary Air Hostess Momi Gul Durrani
(who died in the Cairo crash in 1965-May her soul rest in peace) in a
memorable publicity poster from 1964 promoting PIA as the 'First Into China'
is shown in this advertisement. Ms. Momi Gul Durrani was amongst the first
women in Pakistan who chose to become air-hostess. She was known for her
professionalism, pleasant personality, and thorough dedication to her job and
stellar looks. PIA used her in many of its early advertisements.
Flag2: A 1984 PIA advertisement celebrating 20 years of
PIA’s Flight operations to China. The Great Wall of China is
shown in the background.
Flag 5a & 5b: An Individual Stamp and Sheetlet of Rs.3/- Pakistan commemorative postage stamp issued by the Pakistan Postal
Service in 1984 to celebrate 20 years of PIA's China service. The stamp shows a PIA Boeing 707-340C in 1960s livery flying over
Karakoram Mountains on a flight between Pakistan and China. Note sheetlet margins decorated with PIA aircraft tail fins
including Vickers Viscount, DC-3 Dakota, Fokker F-27, Twin Otter, Airbus A300 and Boeing 747.
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MARKETING TIMES
Flag 7: An advertisement given by PIA in the Print Media on
December 17th 2010 to celebrate the Pakistan-China friendship. The
advertisement was given on the occasion of Chinese Prime
Minister Wen Jiabao's 3-day official visit to Pakistan which began
on December 17, 2010.
Flag 6: PIA Boeing 747-367 (AP-BFW) photographed at Shannon
Airport of Ireland in 1999. The Boeing 747 in this photo is sporting
special markings to celebrate 50 years of the People's Republic of
China and 35 years of PIA's non-stop service to China. The sticker
reads: "Celebrating 50 years of the People's Republic of China with
35 years of non-stop service".
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MARKETING TIMES
FOLK FESTIVAL
OF PAKISTAN
(LOK VIRSA)
Pakistan International Airlines being the national flag
carrier of Pakistan not only enables people of Pakistan
to travel globally but also is committed passionately to
introduce the culture and values of Pakistan to rest of
the world. Pakistan after all is home to some of the
planet’s most ancient human civilizations and holy sites
of the world’s greatest religions.
PIA in the 1st decade of the 21st century represented the
heritage of its 4 provinces by decorating its tail with
their sample cultural art work. The Hospitality offered
to travelers by PIA is not just one of its Unique Selling
Point’s (USPs) but a critical Pakistani value admired by
Pakistanis as well as foreigners around the globe.
Apart of this representation, PIA also supports different
institutions while promoting Pakistan’s culture at all
global platforms.
This year PIA in line with with its traditions and
philosophy (of projecting Pakistani Culture and Heritage)
teamed up with Lok Virsa (National Institute of Folk and
Traditional Heritage) to organize the famous “Lok Mela”
in Islamabad, the Federal Capital of the Islamic Republic
of Pakistan. Lok Virsa (National Institute of Folk and
Traditional Heritage) is an autonomous organization
working under the administrative control of the Federal
Ministry of Information and Broadcasting. It has been
annually holding an International Folk Festival in
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MARKETING TIMES
provincial harmony and national integration
highlighting the contribution of our people in building
future Pakistan. More than 500 artisans and artists
from different parts including the remotest regions
came to the festival, bringing with them their skills and
proficiencies in arts, crafts and innovation.
Pakistan, popularly called as “Lok Mela” since the year
1982, with a view to reviving endangered skills and to
promote & project Pakistani craftsmen, folk artists and
musicians.
Due to security situation in the country, this event could
not take place during the last four years. However, in view
of the pressing public demand and the need to project a
‘soft’ image of Pakistan which is valiantly fighting a battle
against the forces of darkness, this year Lok Virsa
organized the festival from the 3rd of June 2011 to the 12th
of June 2011 at its complex located at Garden Avenue,
Shakaparian hills, Islamabad.
All the provincial culture departments, small industries
corporations, arts councils, regional cultural bodies,
community-based organizations, craftspeople and folk
artists participated in the festival in a big way. The
festival included a number of important features
including an artisans-at-work exhibition, provincial
participation by way of setting up of a beautiful cultural
pavilion by each province/ region, folkloric song and
dance ensembles, rural musicians, cultural evenings,
promotional stalls by public organizations & NGOs,
general assembly of craftspeople, an exotic craft
bazaar, inaugural and award ceremonies, traditional
food cuisine, food stalls and special attractions for
children amusement.
The central focus of this year’s festival was the Rural
Pakistan. The direct beneficiaries were master craftsmen,
folk artists, rural musicians and other performers from
every nook and corner of the country. The festival
therefore served to disseminate the dynamic creativity of
our countryside and to give rural folk a real pride in their
identity. The main thrust of the festival was the focus on
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The Honorable Federal Minister
for Information and Broadcasting
Dr. Firdous Ashiq Awan formally
inaugurated the Festival as its
Chief Guest on June 4, 2011 in full
view of the national &
international media. According to
Lok Virsa’s tradition, the festival
(Lok Mela) opened with a
Dastarbandi/Chardarposhi of an
established master artisan – Mst
Aziz Fatima in embroidery work
from Balochistan.
The “Dastarbandi” is a symbol of
Lok Virsa’s sustained campaign to
keep the heritage of Pakistan alive
and thriving. Mounting of a turban
on someone’s head in folk
mythology of Pakistan is
synonymous to bestowing great
honour upon someone. When you
place a turban on some one’s head
you have placed your complete
trust in that person’s wisdom and
his world-view. This is Lok Virsa’s
way of showing that the
craftspeople and folk artists have
importance in national life and are
an integral component of our
culture. After the turban is placed
on his head, a poetic composition
called “Sehra” is recited to honor
the master artisan/artist. Drums
resound proclaiming his
attainments, and coloured
balloons are released in the air.
The festival likewise concluded
with a bang with a prestigious
closing ceremony held on Sunday,
12 June wherein cash prizes worth
lakhs of rupees were distributed
amongst the winning craftsmen
and folk artists by the sponsors. Ms
Nafeesa Shah, MNA and
Chairperson, National Commission
for Human Development (NCHD)
was the chief guest.
During the Award ceremony, a number
of cash awards sponsored by different
national organizations and individuals
were given to the most innovative &
talented craftsmen & craftswomen on
the recommendation of a jury
constituted by Lok Virsa comprising of
Dr. Mrs. Shamim M. Zaidi, Ms Tasneem
Abbas, Ms Kausar Cheema and
Muhammad Ali Wasti who adjudged the
artisans on the basis of a laid down
criteria. The salient features of the
criteria for jury selected to adjudge the
winners of the cash awards for
outstanding contribution in the field of
craft and artisan ship were:
o The Master craftsmen/women MUST
be the very best in their respective fields;
o The Master craftsmen/women a
craftsman/woman must be imparting his
or her skills to the future generations;
o The Master craftsmen/women should
have played a leading role in the revival
of a rare and dying skill threatened with
extinction;
o The Master craftsmen/women must
have brought the best sample of his/her
work in the festival
o The Master craftsmen/women who
gives a practical demonstration during
the festival of his excellence at work
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o The Master craftsmen/women
who has been crippled as a result
of his/her work;
who satisfactorily meets the
criteria fixed by a donor/ sponsor;
who has demonstrated excellence
and has set standards of high
quality in craftsmanship;
who has been able to successfully
demonstrate a creative and
successful fusion of traditional
skills and innovation in material
design as well as showing a
respect for the environment with
regards to the materials and
production techniques;
o A Budding educated
craftswoman who displays great
promise for the future.
In order to revive the dying truck
art in the country, special awards
were also given to Truck Art
Groups. Pakistan International
Airlines (PIA) sponsored a return
Umra ticket for the best artisan of
Lok Mela 2011. Mr. Dost
Muhmmad, a specialist in wood
work from Swat, Khyber Pakhtun
khwa province won the ticket.
For the first time also, in the history
of a federal culture institution, Lok
Virsa awarded trophies to some of
the cultural correspondents
working in different national
newspapers and TV channels for
their valuable contribution
towards promotion of Pakistan’s
cultural heritage on the
recommendations of the jury.
Coutesy by:
Anwaar-ul-Haq, Deputy Director, Lok Virsa
MARKETING TIMES
I want to be a flyer...
A WALK
IN THE
CLOUDS
FANTASTIC
MY CHOICE
IS PIA,
I AM PIA
SAFEST
WAY TO
TRAVEL
SPECTACULAR
AMAZING
MD-PIA Capt. Nadeem Khan Yousafzai took no time in
graciously granting this wish (and that of 3 other ailing
children from under-privileged backgrounds) but in
what has been a hall-mark of his career and that of PIA
itself, used this instance to make critical strategic
decisions as explained in the line lines below. In a
glittering ceremony held at the PIA Head-Office and
jointly organized by Make A Wish Foundation Pakistan
(MAWF) and PIA on May 31, 2011, Capt. Nadeem Khan
Yousafzai gave free air tickets on the Karachi-Islamabad
Sector to four children for whom air travel was the most
cherished desire. One of them Mohammad Usama
desired to become a pilot and his wish came true when
Capt. Yousafzai put on his shoulders PIA’s coveted flying
wings. He also distributed gifts among them. Chairman
of (MAWF) Mr. Ishtiaq Baig, Director Flight Operations
Capt. Ilyas Malik, Chief Pilot Corporate Safety Capt
Adnan Malik and other officials were present at the
occasion to cajole the needy children and revel in their
happiness.
The desire to reach for the skys runs deep in human
psyche. Ever since human made the leap from the Homo
Eructus to Homo sapiens 13,000 years ago, they have
looked towards the sky and the clouds present on it
with awe and desire. There runs in human psyche a deep
innate desire to reach for the skys, to float amongst the
white clouds; look beneath to see the hills and valleys.
A group of under privileged children
from "Make A Wish Foundation"
(MAWF) visited PIA Head Office in
Karachi. Present on the occasion
were Managing Director PIA Capt.
Nadeem Khan Yousafzai, Chairman
MAWF Ishtiaq Baig and others.
Pakistanis are no different from the rest of the human
family. Quite recently 5 of its denizens were able to
satisfy their innate desire ‘to fly & float amongst the
clouds’ thanks to a joint initiative taken by Make A Wish
Foundation Pakistan (MAWF) and PIA. Make-A-Wish
Foundation® Pakistan (MAWF) is one of Pakistan’s most
prestigious organizations involved in philanthropic
work which has committed itself to motivating and
bring a smile on the faces of those Pakistani children
are suffering from life-threatening diseases by granting
their most cherished desires. It recently put forward the
case to PIA of 10 year old Muhammad Usama suffering
from chronic kidney disease (renal failure) whose
greatest desire was to be an Aeroplane pilot.
While addressing the ceremony Captain Yousafzai said
that to become pilot was his biggest dream also in
childhood and therefore fulfilling young Usama’s
Dream was as much personally fulfilling & thrilling for
him as was for the worthy executives of (MAWF) .
Speaking on the occasion, President Make A Wish
Foundation Pakistan (MAWF) Mr. Ishtiaq Baig thanked
MD-PIA Capt. Nadeem Khan Yousafzai for granting the
wish of Mohammad Usama enabling him to become the
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MARKETING TIMES
youngest pilot in the country’s history.
grooming plans for talented sportsmen, provided
permanent jobs in large numbers to sportsmen in these
fields enabling them to focus on what they did best, set
up state of the art training facilities and provided free of
cost expensive gear.
On this historic occasion, Capt. Nadeem Khan Yousafzai
made the strategic announcement of the launch of PIA’s
“Adopt a Child program” for supporting Pakistan’s
needy children. Under this initiative (whose modalities
are still being worked out) PIA will select and ‘adopt’
bright children from under-privileged backgrounds
throughout Pakistan and commit towards meeting
their educational and food expenses. Pilots of the
national flag carrier will contribute Rs. 5000/child to this
noble initiative.
Speaking further on the occasion, the MD-PIA stated
that the President of Pakistan H.E Mr. Asif Ali Zardari
was deeply committed towards uplift of poor masses
and improvement in living standards of labor class.
Keeping in line with the Presidential initiatives, we at
PIA have decided to form the “ PIA Foundation which is in
the final stages of formation and its launch will be
announced shortly upon completion of all legal and
financial obligations”, said Capt. Yousazai. He said that
we have already formed PIA Industrial Home, a cottage
industry project where families of lower grades
workers earn to make their livings.
Commenting upon PIA’s performance since he took
over the national carrier as its CEO, he stated that the
sales revenues of last four months have been
unprecedented in the history of PIA. All our loan
installments are being paid on time as a result of which
our credit rating has improved. There stands on no
chance of default of any type on part of us. The financial
institutions and oil companies have increased our credit
lines which reflect their rising faith in us and our ability
to meet our financial obligations on time. During last
four months, payment of salaries to employees has
been made before due date. We have also re-launched
Air Safari service which will improve our image
worldwide and also help in promoting tourism in the
country.
FLYER
TO BE A
I WANT
Readers are reminded of the fact that many initiatives
(profit or non-profit) taken by PIA in the past assumed a
life of their own and were replicated domestically and
world-wide. We were the first commercial airline to go
to China and after us a flood of eager airlines followed.
We were the first Asian airline to operate a jet aircraft.
We were the first airline to brand the uniforms of our
cabin crew. The first world-class hotels (Pearl
Continental) in Pakistan were set up by PIA in
partnership with a third party. The first courier service
and poultry farms in Pakistan were also set up by none
other than PIA. PIA embarked upon CSR even when this
term was not even coined in the West. The PIA Sports
Division was set up in 1958. All the achievements that
Pakistan has landed for itself in field of Squash, Cricket,
and Hockey internationally are due in large number to
PIA and its visionary leaders who personally designed
and implemented individual career development &
We have submitted a Comprehensive Business Plan to
the government of Pakistan that envisages purchase of
new aircraft, opening of new routes, exploration of
new niches etc. We hope that government will give due
consideration to our proposals and extend its help in
making our plans a success.
Upon the completion of the ceremony, Pakistan’s
youngest pilot Muhammad Usama joined PIA flight
crew and the three other Make A Wish children on a PIA
Flight to Islamabad. In Islamabad the children were
taken on a thorough city tour by PIA officials after which
they flew back to Karachi.
ASTONISHING!
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BRIDAL COUT
201
360
TURE WEEK
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PIA the official airline
travel partner
‘Bridal Couture Week is a platform for exhibiting local and international
talent and services along with developing business relationships. All the
businesses involved in the wedding industry of Pakistan took part in this
event’
Pakistan a land of rich & diverse culture has
found in previous few years a great explosion in
cultural and artistic activities. Thanks to increasing
literacy and mass access to electronic and print
media, Pakistanis have developed a great pride in
the culture as well as a great desire to project it, especially at a time when
their country has some detractors with a nefarious agenda.
“Wedding Functions” is one such element of our culture that lends
uniqueness to our national image. Pakistani Fashion Industry has played
a tremendous role in introducing the world to Pakistani weddings. Quite
a few International bridal weeks have been held in the recent past
especially in north of Pakistan. In line with its official policy to promote
Pakistan’s ‘soft image’, PIA sponsored an elegant event recently in
Karachi.
Fashion Designers (Left to Right) Hajra Hayat, JJ Valaya with Meera, Lajwanti and Reem
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‘Pakistani Fashion Industry has played a tremendous
role in introducing the world to Pakistani weddings.
Quite a few International bridal weeks have been held in
the recent past especially in north of Pakistan. In line
with its official policy to promote Pakistan’s ‘soft image’,
PIA sponsored an elegant event recently in Karachi’
PIA was the official airline travel partner of
Pakistan’s first Karachi-based ‘Bridal Couture
Week’, organized by Style 360 (HUM Network)
and J&S group on 22nd, 23rd, 24th April 2011
respectfully in Expo-center Karachi. PIA was
also the Travel Partner of 1st Bridal Couture
Week in Lahore in 2010.
Bridal Couture Week is a platform for exhibiting
local and international talent and services
along with developing business relationships.
All the businesses involved in the wedding
industry of Pakistan took part in this event. The
three days showcased an exhibition area,
fashion shows, ramp, runway etc.
The promotion of the event through electronic, print and
other media commenced long before April and continued
during the on HUM TV, Style 360, in Daily Times and through
billboards etc. People came from all over the country to
attend this great fashion extravaganza.
Fashion Designers (Left to Right) Memoona Manan, Deepak Perwani with a model, Maheen Khan and Ayesha Somaya.
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There were red chandeliers on the first
day, and egg-shaped lamps and
chandeliers on the second – the ramp
was decorated with a profusion of red
roses and different chandeliers, with
white cut-out roses adorning the stage.
A new concept of presentation was
introduced in Couture week. Different
models presented the designs with
individual and group dance. Famous
film actresses Meera, Reesham and
others also participated in the event.
Fashion Designer - Shireen Hasan
with a model
‘The show (Bridal Couture Week 2011 - KHI) was
produced and choreographed by Vaneeza Ahmed’
Deepak Perwani, one of the most well-reputed and
brilliant fashion designers of Pakistan is somebody who
knows no introduction. His product line includes bridal
wear, bridal accessories and saris.
Fashion Designer - Zainab Sajid
with a model
Deepak Perwani never follows the traditional or the
prevalent fashion theme in the country; rather he makes
‘his own’. He showcased his latest collection of bridal
wear, which was a treat to watch. Reem Abbasi and Amna
Kardar came in next.
Reem Abbasi is an Islamabad-based jewelry designer who
produces not only modern, high fashion jewelry but also
intricate and traditional pieces from Pakistan’s rich
culture.
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MARKETING TIMES
Fashion Designers (Left to Right) La Chantal, Mehdi with a model and Shaiyanne Malik SamanZar
‘A new concept of presentation was introduced in Couture week.
Different models presented the designs with individual and group
dance. Famous film actresses Meera, Reesham and others also
participated in the event.’
She considers designing jewelry as an opportunity to
make her abstract ideas tangible. Her inspiration is her
passion for fashion. Her collection showcased on
Sunday night was all about playful nostalgia. Marking
the end of this first segment was none other than the
famous designer Shaiyanne Malik.
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Catwalk
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k Ramp
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Ms. Shaiyanne is an artist whose canvas
encompasses the entire spectrum of
Pakistani fashion. She launched her
fashion label over twenty years ago,
attaining fame overnight, particularly for
her bridal couture. In this glitzy and fastpaced world of fashion, SamanZar remains
a brand to be reckoned with. Models
presenting her bridal collection received
huge applause from the audience.
The impressive line-up of 48
models included both local and
international divas. Renowned
names like Iraj, Nadiya Hussain,
Rabya Chaudhry, Tooba Siddiqui,
Zeeshan Shafi and Abrar Khan
among many others represented
Karachi, while Ayaan, Cybil, Neha,
Nadia Ali, Rabia Butt, Iffi etc
represented Lahore.
‘Over 40 stalls dealt with bridalrelated products and services
including giveaways, jewelry, clothes,
shoes, salons, honeymoon packages
and hotels filled the exhibition hall’
Dubai models included Sandy,
Diana, Daria and Fifi among others.
The stylist on the first day was
Saba Ansari’s Sabs. The show was
produced and choreographed by
Vaneeza Ahmed.
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Professional Dancers (Left to Right) such as Hasan Rizvi with Zarmina Yousuf and her colleague and on the right Rabia Chaudhry (Model and Dancer)
Besides the fashion show there were other hectic
activities too at centre as well that attracted thousands
of people. Over 40 stalls dealt with bridal-related
products and services including giveaways, jewelry,
clothes, shoes, salons, honeymoon packages and
hotels filled the exhibition hall.
‘Fireworks was an eye-catching stunt that
happened at the end of catwalk Day 3’
‘Models presenting SamanZar’s bridal collection received
huge applause from the audience’
PIA got extensive mileage from the event. PIA logo was on
all print ads, online promotions, press kits, in all promos on
Style 360. Announcements at ceremonies and 6 BCW
shows aired on style 360 with 2 repeats repeatedly
highlighted PIA’s logo and contribution.
In the end of Day 3, fireworks farewell were done during
the catwalk.
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Catwalk Ramp
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Catwalk Ramp
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BRIDAL COUTURE
WEEK 2011 (KHI)
MARKETING TIMES
The Cheap-Munks Live in Concert at Area 51 (Karachi)
PIA ever since its inception has strived to enhance the ‘soft’ image of
this ‘land of the pure’ Pakistan and its inhabitants. In the present day
and age when the Government and the valiant defense forces of
Pakistan are fighting a life and death battle with forces of darkness and
obscurationism, PIA has more than any other entity contributed to
their efforts at the back end. Thanks solely to its largesse and
patriotism, it became possible for several international cultural events
to be held in Pakistan like the international youth conferences,
concerts, bridal shows, concerts, conferences on Urdu language and
literature etc. Delegates from all over the world flew in to attend these
events which were heavily attended and covered extensively by
domestic and foreign media.
PIA is a brain-child of none other than Quaid-e-Azam Mohammad Ali
Jinnah himself and it owes to its creator to project internationally a soft
image of Pakistan, the land he created with his blood and soul. The rest
of the world must know and feel assured that Pakistanis are peaceloving human-beings just like them possessing the virtues of
compassion, love and empathy.
‘The audience response
was terrific as reflected
in the constant cheers
and loud applause’
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‘PIA recently sponsored a live in
performance of Cheap-Munks,
one of Pakistan’s most popular
underground bands that
featured never-heard-before
new songs and a surprise
opening act in Area 51 (Roof
Top) Karachi on June 5, 2011’
It is in this light that PIA recently
sponsored a live in performance of
Cheap-Munks, one of Pakistan’s most
popular underground bands that
featured never-heard-before new songs
and a surprise opening act in Area 51
(Roof Top) Karachi on June 5, 2011.
MARKETING TIMES
Cheapmunks is a contemporary band that covers the tracks from Western
charts and creates their own “East meets West” musical fusion. The band
has innovatively managed to mesh up many famous songs and has a fan
following of 24,746 people on face-book alone. The band’s run-away
success is excellent example of successful viral marketing on the internet.
Mehak Taherani and Suhana Baloch were just 2 ordinary girls who began to
gain popularity for their re-mixing of of covers of Urdu and English songs
and production of east-meets-west fusion songs. These songs were
featured on sites such as YouTube and Face-book.
‘Mehak Taherani and Suhana Baloch were
just 2 ordinary girls who began to gain
popularity for their re-mixing of covers of
Urdu and English songs and production of
east-meets-west fusion songs. These songs
were featured on sites such as YouTube and
Face-book’
Waqar from the reality show ‘Living on the Edge’ attended the concert
before it began and called up dare stunts such as songs etc with the
audience for ARY Musik channel
The concert was organized and arranged for by Avarati,
which is one of the nation’s leading event-management
companies known for its outstanding creativity & equally
outstanding execution abilities. PIA was the Title
sponsor of this heavily attended event and as a result got
a lot of branding mileage. PIA logo was placed at 800
tickets of the event, side-wings of the stage, concert
page at the face book, backdrop, official emails, LED
screens etc.
innovative with their songs. The popularity of the event
could be gauged from the fact that it was completely
sold out many days in advance and many fans were not
able to attend as they could not get tickets.
The audience response was terrific as reflected in the
constant cheers and loud applause. One got a feeling
that the audience and the performers were just part of
one big family.
Both Mehak Taherani and Suhana Baloch have great
vocals and possess a natural ability to be very
‘Cheapmunks is a contemporary
band that covers the tracks
from Western charts and
creates their own “East meets
West” musical fusion’
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marketing times - Pakistan International Airlines

Transcription

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