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Airport operator breaks new grounds with captivating IPhone application and new television commercial.

29 September 2011

Kuala Lumpur, 29 September 2011 - Malaysia Airports Holdings Berhad (Malaysia Airports) commercial transformation journey is accelerating with the continuance of its travellers campaign known as Indulge Till You Fly (ITUF).

The ITUF campaign underscores Malaysia Airports overall strategy to create an attractive and appealing lifestyle environment for travellers at different airports under its Airports Commercial Model (ACM) development plan.

Under ACM, all 39 airports managed by Malaysia Airports is classified into four (4) Airport Commercial Models namely Lifestyle, Leisure, Community and Corporate Responsibility, taking into consideration the different roles that each airport plays in their respective regions.

ACM will also see the evolution of KL International Airport (KLIA) from an aviation hub to a self-sufficient and multi-functional airport city that moves ahead with time and offers continuous excitement.

Commercial development will be the most important driver for Malaysia Airports profitability in the next few years. To make sure that we achieve our goals and targets, it is crucial that we get more focused on customers' needs and change their perception of airports from being mere transit points to exciting retail destinations with discoveries that they would want to experience again and again.

We started this perception change journey last year. We are strengthening it this year with the continuance of our Indulge Till You Fly Campaign to underscore our thrust of positioning airports as lifestyle destinations, said Puan Faizah Khairuddin, Senior General Manager Commercial Services of Malaysia Airports.

Puan Faizah revealed that Malaysia Airports Commercial Services has, for the first time, commissioned a television commercial to bring the airport as a lifestyle destination message to a wider audience. The TV commercial essentially entices viewers to indulge at our airports. It seeks to raise awareness that there is always more to do at airports not only during the Campaign period but also beyond, commented Puan Faizah.

The 2011/2012 ITUF Campaign, which takes place from September 2011 till January 2012, will be held at all international airports â KLIA/LCCT-KLIA, Langkawi International Airport, Penang International Airport, Kuching International Airport and Kota Kinabalu International Airport.

Under the Campaign, travellers get to take part in the ITUF Indulge & Win contest by spending a minimum of RM250 and completing a contest entry form. MasterCard holders will be entitled to two entry forms. Instant cash shopping vouchers worth RM10 are also given to all minimum purchase of RM250 during the Malaysia Year End Sale.

With every entry form submitted, participants will be in the running to win additional monthly shopping vouchers worth RM500. As first prize, Malaysia Airports will be giving out 66 pairs of business-class air tickets to Kota Kinabalu or Langkawi which also include a 3-day/2-night five-star hotel stay and holiday indulgence package.

The top attraction and Grand Prize of the contest is a Nissan Teana 2.6L V6 Premium worth approximately RM175,000.

To enable and encourage more people to participate in the Campaign, Malaysia will be employing a captivating, new IPhone/IPad2 application called iButterfly Asia. Malaysia Airports will be the first organisation in Malaysia to use this ground-breaking mobile information and couponing technology to drive retail and F&B sales at its international airports.

iButterfly Asia combines three technologies augmented reality, global positioning system and motion sensors -- to give customers a fun and entertaining platform to enjoy the offerings of participating retailers and F&B outlets at the airports.

With the virtual butterflies, travellers and visitors alike can access to promotions including additional free beverage and exclusive gifts with purchases from Delifrance Cafe & Bakery, The Coffee Bean & Tea Leaf and LOccitane.

We are very excited with the iButterfly Asia application as it brings our ITUF Campaign to a different level in terms of reach and customer engagement. With it, going to airports will be a fun and looked-forward-to journey.

Of course we are pleased that Malaysia Airports is breaking new grounds in that we are the first in Malaysia to engage the iButterfly Asia application. It demonstrates our forward-looking approach in commercial marketing. More than that, iButterfly Asia underpins perfectly our overall goal of exciting.


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