Travellers’ campaign sees to their needs

Malaysia Airports Holdings Berhad’s (Malaysia Airports) commercial transformation journey is accelerating with the continuance of its travellers’ campaign known as Indulge Till You Fly (ITUF). The ITUF campaign underscores Malaysia Airports’ overall strategy to create an attractive and appealing lifestyle environment for travellers at different airports under its Airports Commercial Model (ACM) development plan.

The 2011/2012 ITUF Campaign, which takes place from September 2011 to January 2012, will be held at all international airports namely KLIA/LCCT-KLIA, Langkawi International Airport, Penang International Airport, Kuching International Airport and Kota Kinabalu International Airport. Under ACM, all 39 airports managed by Malaysia Airports is classified into four Airport Commercial Models namely lifestyle, leisure, community and corporate responsibility.

This is it: Faizah showing the iButterfly application on the iPad during the media briefing.

ACM will also see the evolution of KLIA from an aviation hub to a self-sufficient and multi-functional airport city. Malaysia Airports commercial services senior general manager Faizah Khairuddin said commercial development would be the most important driver for Malaysia Airports’ profitability in the next few years.

“To make sure that we achieve our goals and targets, it is crucial that we get more focused on customers’ needs and change their perception of airports from being mere transit points to exciting retail destinations with discoveries that they will want to experience again. “We started this perception change last year and we are strengthening it this year, with the continuance of our campaign by positioning airports as lifestyle destinations,” she said.

Under the campaign, travellers get to take part in the ITUF “Indulge & Win” contest by spending a minimum of RM250 and completing a contest entry form. MasterCard holders will be entitled to two entry forms. Instant cash shopping vouchers worth RM10 are also given to all minimum purchase of RM250 during the Malaysia Year-End Sale. With every entry form submitted, participants will be in the running to win additional monthly shopping vouchers worth RM500.

As first prize, Malaysia Airports will be giving out 66 pairs of business-class air tickets to Kota Kinabalu or Langkawi which also include a 3-day/2-night five-star hotel stay and holiday indulgence package. The top attraction and grand prize of the contest is a Nissan Teana 2.6L V6 Premium worth RM175,000.

To encourage more people to participate in the campaign, they will be employing a new iPhone and IPad2 application called iButterfly Asia. The company will be the first organisation in Malaysia to use this mobile information and couponing technology to drive retail and F&B sales.

iButterfly Asia combines three technologies — augmented reality, global positioning system and motion sensors — to give customers a fun and entertaining platform to enjoy the offerings of participating retailers and F&B outlets at the airports.

By ‘catching’ virtual butterflies in the airports with their iPhones and iPads, travellers and visitors alike can access promotions, including additional free beverage and exclusive gifts with purchases from retailers at the airports. “We are very excited with the iButterfly Asia application as it brings our ITUF campaign to a different level in terms of reach and customer engagement. With it, going to airports will be a fun journey,” said Faizah.

-thestar online.