The project aims to make KLIA the leading airport in South-East Asia, for innovative airport advertising solutions

by AFIQ AZIZ/ pic by MUHD AMIN NAHARUL

TRANSIT advertising operator, VGI Airports, is expected to complete its RM35 million Kuala Lumpur International Airport (KLIA) digital media advertising display system by the second quarter of next year (2Q20), said COO Jonathan Goldsmid.

He said the project development, which started about a year ago in six phases, is now half complete.

The project aims to make KLIA the leading airport in South-East Asia, for innovative airport advertising solutions, which is also part of the Malaysia Airports Holdings Bhd (MAHB) commercial reset plan.

“By mid-2020, we will have completed all six phases and invested up to RM35 million to create one of the world’s most comprehensive airport advertising product portfolios.

“This will include both tactical digital media assets designed to enable brands to target specific audience segments at key touch points throughout the airport, and a number of large format truly iconic media products designed to deliver exceptional impact and creativity,” he said after unveiling the new Spectacular Digital Media Solutions at KLIA in Sepang, Selangor, yesterday.

The current round, which is the third phase, includes the placement of four large format LED screens targeting 100% arriving international passengers as they make their way down the escalators from the contact pier towards immigration.

This is then followed by another stretch of digital screens positioned along the entire length of the corridor immediately prior to the immigration hall.

“These LED screens are placed at some 650 sq ft, positioned on the down escalators at the contact pier zone, one on each of the escalators to provide brands with 100% coverage arrival of international passengers.

“Next, when they go down another level, would be the new Digital Arrivals branding zone — a combination of some 58 synchronised LCD screens designed to provide brands with a truly immersive experience for passengers making their way along the concourse,” he added.

According to Goldsmid, with the emergence of this media platform, KLIA would eclipse Singapore Changi Airport, Hong Kong International Airport, and Heathrow Airport in terms of digital media platform.

MAHB commercial services senior GM Mohammad Nazli Abdul Aziz said the move is pertinent as airports are no longer mere transportation hubs; instead, they are aggressively expanding to become a destination themselves.

He said with increased dwelling time in airports, MAHB is constantly challenging the norm to create a more enhanced ambience for airport guests in line with its commercial reset strategy.

“We are delighted to have VGI Airports’ new media installations here at KLIA as this complements the digitalisation of our airport assets with large format displays at the main terminal building.

“Achieving this requires constant innovation of the airport landscape, including leveraging on the latest technologies to meet and exceed this mission.

“These digital platforms will further help to enhance awareness and messaging at our airports, and also allow advertisers to target our influx of passengers at KLIA, which as at September 2019 saw a growth of 3.2%,” he said.

Mohammad Nazli said the non-aeronautical revenue’s major contribution came from advertising income. This, he said, should be significant enough for KLIA to be the catalyst for this initiative before it could be expanded to other airports.

KLIA and KLIA2 recorded almost 60 million footfalls last year.

MAHB currently manages and operates 39 airports across Malaysia, aiming over RM600 million in non-aeronautical revenue contribution by 2021 by leveraging on the high-yielding product category.

Citing an example from the VGI Airports project, Goldsmid said Breitling, a prestigious timepiece brand, has already agreed to be part of the advertisement programme.

On top of that, cosmetics company L’Oreal will soon be present across two new digital media products, expected for launch in January 2020.

Goldsmid added that since the past nine months, VGI Airports has eventually increased its brand count by 20% year-on-year as a result of this digitisation initiative.