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Malaysia Airports Gear Up For Commercial Growth

14 November 2011

Airport operator's annual Concessionaires Conference to discover new growth axis.

Sepang, 9 November 2011 - Malaysia Airports Holdings Berhad (Malaysia Airports) is gearing itself for a new axis of growth. The airport operator unveiled at its annual Concessionaires Conference today a new partnership model with its concessionaires aimed at taking Malaysia Airports' existing commercial partnerships to a new dimension of growth as it prepares for new and expanded commercial opportunities at Klia2.

Puan Faizah Khairuddin, Senior General Manager Commercial Services of Malaysia Airports, revealed that this year's conference, which carries the theme "In-Sync: Discovering a New Axis for Growth", will focus on the symbiotic relationship between concessionaires and airport operator and how each party can play a role in driving profitability, bringing value and sustaining growth for mutual benefit.

"Commercial Services is going to play an increasingly significant role within Malaysia Airports. For us to achieve our goal and targets, we have to have on board our partners, particularly our concessionaires. Ours is a symbiotic relationship. We have to work together to create commercial demand and increase value," said Y.Bhg Tan Sri Bashir Ahmad, Managing Director, Malaysia Airports in the keynote address.

Y.Bhg Tan Sri Bashir Ahmad added: "For concessionaires, sales per passenger are important while for airports, it is passenger and revenue growth. We are addressing all these factors as an integral part of the partnership model."

Additionally, Malaysia Airports is expanding its commercial composition at its airports. This year alone, it has added more than 10 brands - both international and local - to its international airports. Amongst them are Victoria's Secret, Charles & Keith, Ralph Lauren, Café Barbera, Secret Recipe, Fauchon and Khazanah.

Malaysia Airports has also recently launched a new commercial campaign - Indulge Till You Fly - to entice customers to shop at its airports and to reposition airports as lifestyle destinations. The Campaign is supported by a television commercial and a cutting-edge mobile marketing technology known as iButterfly Asia.

As part of its recognition programme, Malaysia Airports will be presenting special awards to its concessionaires. The awards are for Moment of Truth Award, Out of the Box Award, Best Supporting Partner Award and Top in Class Award. Judging will be validated by mystery shopper findings and based on business performance and operational compliance.

"These are the activities that we have in place on the ground but we also need to equip our partners for the challenges impacting business operations and performance. To do that, we have assembled some of the best local and international speakers to share their thoughts and insights," commented Y.Bhg Tan Sri Bashir Ahmad.

The Malaysia Airports' Concessionaires Conference 2011 will feature speakers from Leo Burnett Worldwide, SAP Asia, Dentsu Asia Digital and Center for Customer Care, Microsoft Malaysia, Pan Pacific KLIA and Plaza Premium Lounge. Additionally, Ivo Favotto will also be delivering a presentation on Differentiating Products and Services - Appeasing Today's Discerning Customers. Approximately 300 participants representing more than 150 companies from Malaysia and around the region will be attending the one-day event.

Participants of the Conference will have the opportunity to find out more on the latest trends in branding, retail marketing and technology. Amongst the areas to be covered are Retail without Boundaries, Product and service differentiation, Capturing the hearts and minds of today's digital consumer, Digital retail branding and Service quality excellence.

Y.Bhg Tan Sri Bashir Ahmad said: "As a key driver of growth, the Commercial Services Division is very focused in our goals and objectives. We are committed to ensuring that the partnership model is clearly understood, well received and properly executed by all stakeholders. Only then can we grow together as a single entity. Indeed, 2012 is shaping up to be an exciting year for Malaysia Airports."

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