As of this week, passengers arriving at Kuala Lumpur International Airport (KLIA) are being treated to a new high definition visual extravaganza. Using the latest fine pitch LED technology supplied by Leyard, VGI Meru, advertising concessionaire for KLIA, KLIA2 & Senai airports in Malaysia, have installed a row of 4 giant digital screens that are beaming the latest international advertising combined with welcome to Malaysia messages running in different languages accompanied by with spectacular video footage backdrops of Malaysia.
Measuring almost half the size of a football field, making the installation one of, if not the largest digital installations inside any airport in Asia, the Welcome To Malaysia Digital spectacular now takes pride of place in the centre of the international arrivals hall of Kuala Lumpur International.
Completed in just two weeks and unveiled on Tuesday by MAHB Commercial Services Senior General Manager, Mohammad Nazli Abdul Aziz and VGI Meru Chief Operating Officer Jonathan Goldsmid, the installation is the first of an extensive advertising redevelopment plan shared with MAHB by VGI Meru Utama who, under new management headed by Goldsmid – a former Clear Channel International executive responsible for the development and management of its airport advertising business in Europe, seem ready and eager to get on with the next phase of the project.
Nazli, who prior to taking up his senior position with MAHB in 2016, held a senior management position with KLCC property holdings 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.”
He added that Malaysia is at the epicentre of aviation growth with almost 60 million passengers annually, and is one of the fastest growing airports in the region. “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.”
When asked about the project and broader advertising redevelopment plans for KLIA, Goldsmid, said, “This installation is just the first of a comprehensive advertising redevelopment exercise and major investment program that we have proposed to MAHB and that would see KLIA surpass other airports including Singapore Changi and Hong Kong International Airport in terms of advertising quality and innovation. We have earmarked almost RM30m ($USD7M) for the full transformation project and are ready to move on with phase two subject to final discussions and approvals from MAHB.
Goldsmid continued “ 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 ben incredible and we have already sold two of the other advertising spots which bodes extremely well for our other digitalization plans for the airport.
Meanwhile, when asked about the general redevelopment plans for KLIA, Nazli commented, MAHB is investing heavily in big data analytics to improve its services and ultimately drive income growth by understanding passengers’ purchasing habits. This enables MAHB to deliver a seamless airport experience which in turn can help drive commercial revenues further. Part of delivering a seamless experience for passengers is being able to deliver targeted messaging and value-added content to our passengers in the right language at the right moment and at the right point in their journey and advertising has an important role to play in this.
Nominate Malaysia’s Best Marketers
Do you know a Bold & Brave marketer? Give us their names, because we want to celebrate them.
Held for the first time in Malaysia, the Chief Marketing Officer (CMO) Awards is here to reward the best in the business of marketing.
This award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners.
There are 30 categories up for grabs at this year’s awards:
- Best Marketer in B2B Marketing
- Best Marketer in SME Marketing
- Best Marketer in Millennial Marketing
- Best Marketer in Data & Technology Marketing
- Rising Marketing Star – Financial Services
- Rising Marketing Star – Telco ….. and more!
All entries across all 30 categories for the inaugural year is FREE.
Send in your nominations before the closing deadline of October 19th.
The 7th Malaysian CMO Conference & Awards
Date: 16th November 2018
Venue: The Grand Ballroom, Sime Darby Convention Centre, KL.
For further details on the awards visit: www.marketingmagazine.com.my/cmo2018/awards