MALAYSIA. Malaysia Airports Holdings Berhad has launched a new retail and rebranding campaign entitled “˜Indulge Till You Fly’, supported by an innovative iPhone/iPad application and a television commercial.
The campaign underscores Malaysia Airports’ overall strategy to create a lifestyle environment for travellers at the different airports under its Airports Commercial Model (ACM) development plan. Under ACM, all 39 airports managed by the airport company are classified into four categories: Lifestyle, Leisure, Community and Corporate Responsibility.
ACM will also see the evolution of Kuala Lumpur 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, the company said.
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“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 as being mere transit points“ |
Puan Faizah Khairuddin Senior General Manager Commercial Services Malaysia Airports |
Malaysia Airports Senior General Manager Commercial Services Puan Faizah Khairuddin commented: “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 as 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,” she added.
The 2011/2012 Indulge Till You Fly campaign, which began last month and will continue until January 2012, is being held at all Malaysia’s international airports – KLIA, KLIA Low Cost Carrier Terminal (LCCT-KLIA), Langkawi, Penang, Kuching and Kota Kinabalu.
As part of the campaign, travellers who spend a minimum of RM250 (US$80) can take part in the Indulge & Win contest by completing an entry form. MasterCard holders will be entitled to two entry forms.
During the Malaysia Year End Sale, travellers who make the minimum purchase of RM250 will also receive instant cash shopping vouchers worth RM10 (US$3.20).
Every entry form submitted entitles participants 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, including a 3-day/2-night five-star hotel stay and holiday package. The grand prize is a Nissan Teana 2.6L V6 Premium worth approximately RM175,000 (US$56,000).
iButterfly Asia
To spread awareness of the campaign, Malaysia Airports has deployed a new iPhone/iPad2 application called iButterfly Asia, created by Dentsu Digital Asia.
The airport company is said to be the first Malaysian organisation to use this innovative mobile information and couponing technology to drive retail and food & beverage sales at its international airports. The app has already enjoyed success in Japan, Singapore and Hong Kong, Malaysia Airports said.
iButterfly Asia combines three technologies – augmented reality, global positioning system and motion sensors – to give travellers a fun and entertaining platform to enjoy the offerings of participating airport retailers and F&B outlets.
Designed to engage audiences and reach out to a wider segment of consumers via paper-less “˜coupon entertainment’, the challenge to consumers is to catch butterflies – each containing a different discount coupon, product offering and promotion – seen through the iPhone/iPad2 camera viewfinder by swinging the iPhone like a butterfly net, and then put them in a collection.
Throughout the Indulge Till You Fly campaign period, consumers will be able to catch these butterflies using their iPhones/iPad2 and take advantage of iButterfly Asia exclusive offers. Once users capture their butterflies, they will be able to redeem them for free beverages and exclusive GWPs from participating retailers.
Consumers can decide when and where they wish to collect promotional offers and information with each butterfly being unique to the participating retailers. Initial participating brands are Delifrance Café & Bakery, L’Occitane and The Coffee Bean & Tea Leaf. More retailers are expected to come on board throughout the duration of the Indulge Till You Fly campaign.
Malaysia Airports will “˜release’ a total of 10 virtual butterflies throughout the duration of the campaign.
Khairuddin said: “We are very excited by the iButterfly Asia application as it brings our Indulge Till You Fly campaign to a different level in terms of reach and customer engagement. With it, going to airports will be a fun and eagerly anticipated journey.
“[Being] the first in Malaysia to engage the iButterfly Asia application demonstrates our forward-looking approach in commercial marketing. More than that, iButterfly Asia underpins 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, improve upon and ultimately, culminating in KLIA 2 and the KLIA Aeropolis.”
Dentsu Malaysia Senior Planner Ben Rozario added: “We are truly excited to launch the iButterfly Asia application here with Malaysia Airports as our first client. This technology has caught on like wildfire with consumers in the countries where it is available. It will undoubtedly be the same here and we look forward to bringing this technology to a wider audience of Malaysians.”
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Malaysia Airports Senior General Manager Commercial Services Puan Faizah Khairuddin launched iButterfly Asia on 29 September, making the airport operator the first company in Malaysia to launch the iPhone/iPad2 application. The app will be used by Malaysia Airports for its Indulge Till You Fly campaign held from September 2011 to January 2012 |
First-ever television commercial
In a move to bring the message of airports as lifestyle destinations to a wider segment of Malaysians, Malaysia Airports has commissioned its first-ever television commercial.
“TV commercials about shopping promotions and deals are fairly common but one for the airport is rather unusual,” Khairuddin noted. “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.”
The 30-second commercial titled There’s Always More captures the variety of offerings that travellers can indulge in at various airports across the country. It debuted on 10 October on Malaysian channels TV3, ntv7 and 8TV and will be shown throughout the duration of the campaign.
“We don’t 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 TV commercial,” Khairuddin explained.
Also produced by Dentsu Malaysia, the tongue-in-cheek commercial depicts a common airport occurrence of security screening. The twist comes when 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 in the airport.
“The Indulge Till You Fly campaign commercial was developed to create awareness amongst travellers for lifestyle offerings by Malaysia Airports,” Rozario explained. “Travellers normally do not think of 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 realise there is a host of shopping and dining activities which one can experience at the airport.”
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