Upstream wins Sabre digital account in Pakistan

Upstream, an advertising agency co-founded by Alice Peter Bhagtaney and Saad Yousuf Soomro, has been awarded the digital agency of record account for Sabre Corporation in Pakistan. Founded in 2021, Upstream is a offers a range of services aimed at reaching digital natives such as content, production, design, and search. Excluding the co-founders, the agency has 12 full time staff, according to LinkedIn.

“For the past year, we’ve been working with Sabre Travel Network Pakistan, the local arm of Sabre Corporation—a global leader in travel technology that powers airlines, agencies, and airports worldwide,” said the announcement from Upstream. “This year, we’re taking things up a notch. We’ve extended our partnership and made it official with a MOU signing ceremony, solidifying our role as Sabre Pakistan’s marketing solutions provider. From branding to digital presence, we’re helping shape how Sabre connects with its audience in Pakistan.”

Relationship with PIA
According to a 2016 report from PIA Holding Company Limited (PIAHCL), its subsidiaries include PIA Investments Limited include Sabre Travel Network Pakistan (Private) Limited. The report states that PIAHCL has a 70% controlling interest. According to Sabre Corporation’s 2024 annual report, the American technology company has a 25% voting interest in Sabre Pakistan (Private) Limited.

Scarce media mentions

The first story about Sabre Corporation’s presence in Pakistan came in 2018 when Express Tribune reported that Pakistan International Airlines (PIA) had been using the Sabre global distribution system for 20 years. The story reported that the state owned airline had in 2018 shifted to a new airline management, sales and revenue system called the Hitit computer system produced by a Turkish company.

Five years later, a press release from the American travel technology company stated that it had inked two agreements with PIA. The first agreement renewed its multi-year content distribution agreement with Sabre. The second agreement was to continue their strategic joint venture partnership in the Pakistani market.

References
1. https://piac.com.pk/corporate/images/corporate_reports/PIACL%20Consolidated%20FS%20Dec%202016%20-%20Signed.pdf
2. https://www.piac.com.pk/corporate/images/Cargo/investor-information/SECP_Scheme_Version_Revised_Final.pdf
3. https://investors.sabre.com/static-files/ee9b1e99-38cc-49c2-833b-af9654fae18f