MALAYSIA. Malaysia Airports-owned travel retailer Eraman has launched its 2018 Shopping Extravaganza campaign under the tagline #25AmazingYears to mark its 25th anniversary. Prizes worth more than RM1.2 million (US$300,000) are on offer. The retailer said that the promotion should deliver double-digit sales growth in the four-month period from 1 July to 31 October (see below).

Campaign drive: Malaysia Airports and Eraman management launch the Shopping Extravaganza, with two luxury cars among the big prizes

The Eraman Shopping Extravaganza #25AmazingYears Contest 2018 began at Kuala Lumpur International Airport (KLIA) this week at an event led by Malaysia Airports Acting Group CEO Raja Azmi Raja Nazuddin.

Azmi said: “Eraman is the first retailer within Malaysia Airports to launch shopping campaigns that give out prizes of this scale to its customers. Since our very first Eraman Shopping Extravaganza campaign in 2016, which attracted more than 250,000 loyal patrons, the tremendous support has seen the campaign make a fabulous comeback for its third year with a peak in participation of some 420,000 loyal patrons in 2017. This year, our Eraman Shopping Extravaganza #25AmazingYears Contest is tailored to our airport customers in conjunction with Eraman’s 25 years of existence in the travel retail and duty free industry.”

Malaysia Airports Acting Group CEO Raja Azmi Raja Nazuddin launches the four-month promotion, saying it should deliver double-digit growth for Eraman

With a minimum spend of RM350 at any Eraman participating outlets, customers will stand a chance to win one of two luxury cars from the Mercedes Benz CLA Coupe 200 AMG line. Other prizes include holiday packages for two to Scotland, Austria and Switzerland, gift vouchers, designer handbags and jewellery as well as points for the popular Petron Miles Card.

Eraman has attracted launch partners from the banking world, with Diageo behind the campaign as a Platinum Sponsor

Azmi added: “One of the ways [to create joyful airport experiences] is to continuously carry out campaigns to reward travellers and our loyal customers. With the significant +8.5% [passenger] growth across all airports in Malaysia to 96 million in 2017, retail sales at our airports improved by +24% compared to 2016.”

He noted: “The 2018 Eraman Shopping Extravaganza #25AmazingYears Contest, offering a range of promotional activities with a strong selection of global and local brands to suit travellers all budgets, aims to effectively tap into the number of international and local travellers patronising the airports, boost awareness of Eraman outlets and increase brand presence. With the campaign’s impressive performance in the past, this four-month campaign is projected to record a double-digit revenue growth for Eraman.”

“We want to make Eraman a destination of choice rather than just a compulsory phase of the customer’s journey. Our goal is to attract passengers to spend more time at the airport by giving a joyful Malaysian experience in terms of shopping, convenience and value purchases.”

Eraman hopes that this latest campaign can exceed the strong participation levels of 2016, which attracted more than 250,000 customers, and 2017, when 420,000 took part.

Eraman said it aims to strengthen its relationship with travel industry partners and brand owners. Diageo, Malayan Banking and Petron International are taking part in this campaign.

Diageo Global Travel Commercial Director, Asia Pacific Paulo Guludjian said: “At Diageo we are committed to delighting shoppers and keeping the retail offer fresh and unique. As the Platinum Sponsor, we have executed the Johnnie Walker #Whisky 5 campaign, with the objective of celebrating the total whisky category and encouraging shoppers to explore our wide Scotch and malts portfolio, led by Johnnie Walker and Singleton.

“In addition to our showcase of attractive display units for the campaign, we have also launched a limited edition Johnnie Walker blend called Blender’s Batch Sherry Cask Finish, and supported the campaign with attractive prizes including a grand prize for two winners to visit the Johnnie Walker House for a bespoke experience.”

Fans of Johnnie Walker can save up to -20% discount on selected Johnnie Walker and Singleton products.

Maybank Head of Cards, Group Community Financial Services B. Ravintharan said: “We are excited to be part of Eraman’s 25th anniversary this year, celebrating yet another milestone in retail experience. As one of the leading banks in Southeast Asia, we are committed to consistently delivering value to our card members. In this case, they will have the chance to win a Mercedes Benz CLA 200 Coupe and monthly cash rebates – making their shopping experience more rewarding. With Maybank cards being the preferred choice today, comprising 20% of the Malaysian market share, we are confident that this collaboration will further benefit our customers as they shop during their travels.”

During the campaign, 200 Malayan Banking winners will receive RM250 cash rebates.

As Bronze sponsor of the campaign, Petron Malaysia’s Head of Retail Business Puan Faridah Ali said: “We are thrilled to continue our partnership with Eraman who we consider a valuable partner. We will continue to fuel excitement for our customers who are also world travellers by giving them the best experience and rewards through the Petron Miles card. We are pleased to share in Eraman’s celebration of their 25th anniversary and we look forward to working with them to make the campaign a success.”

New and existing Petron Miles card members will receive 350 Petron Miles points with a purchase of RM350 and above during the campaign.

The Eraman Shopping Extravaganza #25AmazingYears Contest 2018 is held at all Eraman participating outlets, except Express at KLIA and klia2.