Malaysia Airport Hits The Screen With First-Ever Television Commercial
29 September 2011
Kuala Lumpur, 29 September 2011 - In a move to bring the message of airports as lifestyle destinations to a wider segment of Malaysians, Malaysia Airports Holdings Berhad (Malaysia Airports) has hit the screen with its first-ever television commercial.
The 30-second television commercial titled There's Always More captures the wide array of variety and choices of offerings that travellers can indulge in at various airports around the country. The commercial will break on 10 October 2011 over on TV3, ntv7 and 8TV in conjunction with Malaysia Airports Indulge Till You Win Campaign.
TV Commercials about shopping promotions and deals are fairly common but, one for the airport is rather unusual. This 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.
We dont just want travellers to know this but the general public as well. This is why we decided to bring this awareness into the living rooms of Malaysians via a television commercial, explained Puan Faizah Khairuddin, Senior General Manager Commercial Services of Malaysia Airports.
The television commercial, produced by Dentsu Malaysia, depicts a common airport occurrence of security screening. The twist comes a wide array of products ranging from the mundane to the absurd emerges from the security machine, all belonging to a couple who had gone on a shopping spree within the airport.
The Indulge Till You Fly campaign commercial was developed to create awareness amongst travellers for lifestyle offerings by Malaysia Airports. Travellers normally do not think airports as a lifestyle destination. They rush in and out of airports as fast as they can. We want to change this perception. We want people to realize there is a host of shopping and dining activities which one can experience at the airport said Ben Rozario Senior Planner of Dentsu Malaysia.
Puan Faizah revealed that the commercial will be shown throughout the duration of Malaysia Airports Indulge Till You Fly (ITUF) Campaign till January 2012. The Campaign will take place at all international airports â KL International Airport (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 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 â 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.
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.
With the continuance of our ITUF campaign, we are pleased that we are breaking new grounds in reaching out and accelerating the commercial transformation journey through the use of new platforms such as television commercial and the iButterfly Asia application. It demonstrates our forward-looking approach in commercial marketing. More than that, these initiatives underscore perfectly our overall goal of exciting and rewarding visitors and travellers; to get them to see airports as retail destinations comparable, if not surpassing, downtown shopping. This is a long-term objective that we will continue to build on and improve upon, enthused Puan Faizah.