MALAYSIA. VGI Meru has installed a row of four high-definition digital screens measuring almost half the size of a football field at Kuala Lumpur International Airport (KLIA).
The company said the Welcome To Malaysia installation is “one of, if not the largest” digital installations inside any airport in Asia. It is located in the centre of the international arrivals hall and uses the latest fine pitch LED technology supplied by Leyard.
Photo: Ham Abu Bakar.
The digital screens are displaying international advertising along with welcome to Malaysia messages in different languages, accompanied by video footage backdrops of the country.
VGI Meru is the advertising concessionaire for KLIA, KLIA2 and Senai International Airport in Malaysia. The installation is the first of a wide-ranging advertising redevelopment plan proposed to airport operator Malaysia Airports Holdings Berhad (MAHB) by VGI Meru.
MAHB Commercial Services Senior General Manager Mohammad Nazli Abdul Aziz said: “We are delighted with this first installation. The advertising at KLIA has been in need of upgrading for some time so we are really pleased to see this innovative project by VGI Meru take off. It will certainly help us with our plans to enhance the overall passenger experience.
“We are working hard to make KLIA a great all-round experience for passengers so these screens are dynamic tools that are able to present added value video content in different languages. It’s a great platform that reaches out to global travellers arriving at KLIA as it showcases what the country and its businesses have to offer.”
Photo: Ham Abu Bakar.
VGI Meru Chief Operating Officer Jonathan Goldsmid commented: “This installation is just the first of a comprehensive advertising redevelopment exercise and major investment programme that we have proposed to MAHB and that would see KLIA surpass other airports including Singapore Changi and Hong Kong International in terms of advertising quality and innovation.
“We have earmarked almost RM30 million (US$7 million) for the full transformation project and are ready to move on with phase two subject to final discussions and approvals from MAHB.”
Goldsmid added: “When we shared this opportunity with Panasonic, they jumped at the opportunity to be able to move from a traditional static format to digital and they are now running 13 different ads on these screens, making this investment far more cost effective. Reaction to this new installation from advertisers has been incredible and we have already sold two of the other advertising spots, which bodes extremely well for our other digitalisation plans for the airport.
“If we can finalise our discussions with MAHB quickly, I have no doubt that we can achieve our goal of surpassing Changi as the advertising benchmark in the region within the next 24 months and make KLIA the ‘go to airport’ in terms of best practice in how to develop and deliver a spectacular, digital centric media and advertising estate that not only delivers for brands but enhances the overall passenger experience.”
Note: VGI Meru is part of VGI Global Media, one of the Silver partners of this year’s Trinity Forum, which is being held in Shanghai on 31 October and 1 November. For more information and to register for the event, please click here.
Note (2): The Moodie Davitt Report will soon launch a new monthly e-Zine, Sight Lines – The Amazing World of Airport Advertising, in which we profile advertising and communication initiatives across the fantastic crossroads of humanity that world airports represent. Each issue will build to a very special culmination in 2019. For details contact Irene Revilla at Irene@MoodieDavittReport.com.
