Malaysia Airports concludes branding pitch

Malaysia Airports Holdings (MAHB) has picked Ova to manage its brand refresh initiative which also covers Kuala Lumpur International Airport (KLIA), A+M understands, following a pitch held earlier this year. A+M has reached out to MAHB for comment.

The brand refresh, A+M understands, involves three stages, the first including the brand audit which covers a review of the mission and vision. The second stage involves a development of the brand’s blueprint and the last stage comprises internal workshops and training. It also covers a communications plan for the new brand launch, media events and above-the-line and below-the-line engagements.

In April, Malaysia Airports Niaga also known as ERAMAN, the retail arm of MAHB, rebranded its duty free and duty paid retail stores, as well as F&B outlets to be bigger and better. This is in line with MAHB’s commercial reset strategy initiative, which will see ERAMAN playing an integral role through an expansion in its outlet spaces.

During the commercial reset, ERAMAN will also be realigning the product categories and revamping the stores’ concept designs on top of enhancing guest experience through experiential marketing and digitalisation. The rebranding exercise comes after 25 years in the business and aims to enhance ERAMAN’s brand presence and awareness among local and international travellers.

Last month, MAHB posted a 3.0% revenue increase to RM1,252.3 million for the financial quarter ended 31 March 2019 (Q1 2019), due to higher passenger growth. For Q1 2019, passenger traffic for Malaysia operations increased by 3.9% to 25.4 million passengers. KLIA recorded a 1.0% growth in passenger traffic to 15.1 million passengers for the same period while other airports in Malaysia recorded an aggregate growth of 8.4% to 10.3 million passengers.

Meanwhile, MAHB also officially opened the country’s first outdoor plane observation deck at KLIA. According to group CEO Raja Azmi Raja Nazuddin, the deck is a symbol of MAHB’s commitment in elevating the airport experience while creating joyful memories for guests along the way.