Wonderland:
Airports, when they are like the award-winning KL International
Airport, can be much more than mere transit points, offering food, drink
and lots of shopping.
Here’s a million reasons why you should spend some time in Malaysia’s international airports.
IMAGINE going on a buying spree in six of the world’s top shopping
cities ... a crazy dream, you say? Perhaps not, thanks to a unique
Malaysia Airports campaign designed to encourage people to enjoy
shopping and dining at its six international airports in this country.
The company’s latest “Indulge Till You Fly” campaign offers the
grand prize winner a RM1mil shopping spree and the shopping experience
of a lifetime in Hong Kong, Tokyo, New York, London, Paris, Dubai and,
of course, Kuala Lumpur.
The winner and a partner will fly business class to all the seven
cities where they will stay at top-class hotels and be taken shopping at
each of the cities’ premier malls.
According to Malaysia Airports’ senior general manager (commercial
division) Faizah Khairuddin, the prize is in line with the “Wonderland”
theme of the 2013/2014 Indulge Till You Fly (ITUF) campaign.
“We are all familiar with the various wonders of the world. With
ITUF we are introducing our travellers to the wonders of the shopping
world. It will be a most memorable experience for the winner – one that
will be remembered for a long time.
The Indulge & Win automated machine at
KLIA where shoppers can instantly redeem shopping vouchers and enter the
contest that offers a worldwide shopping spree.
“The campaign is also very much in line with the idea that airports
are places of wonder. To many travellers, airports are more than just
transit or connection points. They are places of wonder, of respite,
where one can get lost, even if it is for a little while, and indulge.
“Our airports are no different. They are indeed shopping and dining
wonderlands to many travellers. Places where they can linger and explore
and, with campaigns such as the ITUF, where they can win wondrous
prizes by just spending RM250,” she explains in a press release.
Held for the fourth consecutive year, this year’s Indulge Till You
Fly campaign continues till Feb 28 at all international airports in
Malaysia – these are the KL International Airport/Low-Cost Carrier
Terminal-KLIA, Langkawi International Airport, Penang International
Airport, Kuching International Airport and Kota Kinabalu International
Airport.
To take part in the contest, participants have to spend a minimum of
RM250 at any F&B or retail outlet at any of the six airports. This
will make them eligible to take part in the campaign’s Indulge & Win
contest that automatically issues instant shopping vouchers worth RM10.
(MasterCard holders can double their shopping vouchers as well as
double their entries and chances of winning the grand prize.)
Shoppers can redeem shopping vouchers on the spot at one of the 40
Indulge & Win e-kiosks located throughout the six airports. All you
have to do is to scan the receipts of your purchases, provide personal
details, answer a question related to the Indulge Till You Fly campaign –
and you will be able to redeem the shopping vouchers on the spot.
Information captured at these e-kiosks will be uploaded to a
computer that will randomly select a monthly “indulger” prize winner;
seven indulger prizes are given out throughout this campaign period.
The grand prize winner of RM1mil and the opportunity to shop round
the world will also be selected by the computer from the pool of
participants.
According to Faizah, Malaysia Airports is moving ahead into the
digital era with a “never-ending quest for technology enhancement”.
“This on-going employment of technology will continue to be an
integral part of the lifestyle experiences that Malaysia Airports is
striving to give. It is a fantastic way to engage our customers and to
increase participation.”
Indeed, the six international airports in Malaysia are not solely
geared to handling passengers and baggage, as Malaysia Airports is
dedicated to continually expanding its non-aviation business, which
includes shopping and dining, as a vital source of revenue.
One of the challenges in this area is the fact that passengers spend
an average of only two hours in airports, and of that time, a large
percentage is spent in check-in and immigration, leaving only a short
window of opportunity for shopping and browsing. Another obstacle is the
perception that airport shopping lacks value and variety.
The Indulge Till You Fly campaign was the answer to these challenges
and incorporates a strategy involving awareness, rewards and
engagement.
Aiding the company’s efforts is its active use of technology, which
began in 2012 and that saw a 57% increase in entries for the Indulge
& Win contest during the previous ITUF campaign. Overall, there was a
134% hike in sales generated through the last campaign. The average
amount spent by travellers in Malaysian airports also went up by 50%.
“The ITUF campaign is gaining recognition here and abroad. It is a
key component of our drive to increase revenue from our non-aviation
segment. Going forward, it will continue to be an important event in our
annual calendar,” says Faizah.
