SEPANG, Nov 5 -- The Kuala Lumpur International Airport (KLIA) and klia2 are currently undergoing a digital media transformation for their airport advertising platform with a total investment of RM35 million.
VGI Airports chief operating officer Jonathan Goldsmid said the transformation at both terminals was expected to be fully completed by the middle of next year.
VGI Airports is the advertising concessionaire for the terminals.
“While this project only really got underway less than a year ago, we are seeing significant growth not only in terms of the number of brands wanting to advertise at KLIA and klia2, but also the types of brands that want to build a long-term advertising presence,” he said at the launch of VGI Airports’ KLIA Digital Arrival Spectaculars, here today.
At the event, VGI Airports unveiled four spectacular (large-format) digital LED screens totalling some 650 square feet, which are located at KLIA's international arrival hall. The terminal will also have 58 synchronised liquid-crystal display screens.
Goldsmid said among the big brands to be featured on the spectacular screens were Breitling, one of the world’s most prestigious timepiece brands, and L’Oreal.
Malaysia Airports Holdings Bhd (MAHB) senior general manager, commercial services, Mohamed Nazli Aziz said the installation of the digitalised advertising platform at KLIA and klia2 was expected to raise the retail profile of the airports and increase the non-aeronautical revenue's contribution to the group.
Declining to reveal the amount of revenue it would generate, Mohamed Nazli said one of the major contributors to non-aeronautical revenue was advertising income.
“We look at this (digital media platform) as a major income stream to MAHB. This is part of our commercial reset programme, which is aimed at increasing the retail profile of our airports and also presenting a good first impression of our airports as a gateway to our country, and we are working towards welcoming Visit Malaysia 2020,” he told the media after the launch.
Mohamed Nazli said the airports aimed to be more than just a transport hub but also the preferred place for people to shop and eat.
“With this kind of installation, we are able to focus on our messaging. We want people to come here to also shop, so we can use this medium to basically tell them what are on offer," he said.
He said MAHB planned to bring in more international brands and outstanding local brands as well as revamping its food and beverage offerings.
“We want to raise the profile of the airports, so we try to bring in more international brands and the best that the locals can provide, because we see the airport as the international shop front for the guests to see the best of Malaysia and for Malaysia to see the best of international brands,” he added.