Wrapped limos allow tight targeting for MSS

The extensive consumer facing campaign surrounding the Malaysia Savings Sale (MSS) has become a movable feast with the launch of wrapped airport limousines aimed at the captive airport to city demographic.

Out -of-home (OOH) outfit CULT Media is behind the campaign with its clients Tourism Ministry and Tourism Malaysia – the private arm of the ministry.

Deputy Prime Minister Datuk Seri Najib Tun Razak launched the airport limousines  wrapped with the MSS advertisements, which are extended via brochures in the pockets of the car seats.

The campaign targets both local and foreign tourists during the captive slot of travel from the airport  to their hotels or homes – an approximate 45-minute journey.

Karthi Palanisamy, chief executive officer, CULT Media, part of the Asean based regional network of TNBT Far East Communications, said:

“It allows advertising and contents to be delivered to a narrow demographic group, targeted by the advertisers."

The collaboration between Tourism Malaysia and the agency was designed to reach the targeted demographic group with lesser costs, compared to main media.

CULT says it reached some 6,000 passengers traveling on the airport limousine service with 30% of them being tourists.