KLIA reaps reward from campaign

  • Business
  • Thursday, 07 Aug 2003


Syed Ahmad Syed Salim

THE KL International Airport (KLIA) in Sepang has been able to attract and maintain shoppers' spending at the airport shortly after being hit by the impact of the Bali bombing, the Iraq war and the Severe Acute Respiratory Syndrome (SARS) outbreak, thanks to its aggressive marketing campaign. 

The promotional programme, a bid to turn KLIA into the preferred shopping destination in the region, had seen overwhelming response, KLIA shopping steering committee head Syed Ahmad Syed Salim told StarBiz in Sepang on Monday. 

He said KLIA had, in the recent months, seen the return of tourists from China and the Middle East, and also recorded 5% rise in average spending per person. 

“We expect more tourists to come back, especially from the North-East China, Taiwan and India. 

“Malaysia, due mainly to its racial mix, is like a second home to these in-bound tourists,’’ he added. 

He expects tourists spending at KLIA to increase following the launch of Let’s Fiesta @KLIA promotional campaign by Transport Minister Datuk Chan Kong Choy this Saturday. 

The first phase of KLIA's shopping campaign from October 2002 to June 2003 was divided into three quarters. 

It had themes such as The Art of Fine Dining (October-December 2002), followed by Sporting Passion (January-March 2003, in line with sporting events held then, including the Formula 1 grand prix and the Tour de Langkawi) and Spring Romance (April-June 2003). 

“At the end of each quarter, we held a grand draw with Jaguar X-Type 2.5 as the final and most expensive prize worth RM320,000,'' he said. 

Let's Fiesta @ KLIA was decided upon as the finale for Spring Romance to add further excitement in the run-up to the third and final grand draw on Saturday. 

“We decided to have 2 days of shopping fiesta to attract the public to KLIA so that they can be aware of the numerous retail and food and beverage offerings at the airport,” Syed Ahmad said. 

He said the two-day fiesta would also feature many on-ground promotional programmes including “live” performances by local artistes and other entertainment such as by magicians, clowns and jugglers. 

He said the campaign had attracted a lot of sponsors for prizes to lucky shoppers. 

Harping on the tagline KLIA Shopping - Real Value Real Style for all occasions, KLIA's shopping campaign is an extension of its comprehensive marketing initiative called Integrated for Ease which kicked off in April last year. 

“Real value means we offer competitive prices while real style means we carry a lot of world famous brands,” Syed Ahmad said. 

Syed Ahmad, who is also Malaysia Airports (Niaga) Sdn Bhd chief executive officer, said that retail operations formed the bulk of the Malaysia Airport's non-aeronautical revenue, which was set to be a major contributor to KLIA's operations in future. 

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