Malaysia Airports pushes World Cup-related activities to promote shopping

Malaysia Airports has organised a series of activities such as live screenings of World Cup matches and a World Cup contest, in conjunction with the 2018 FIFA World Cup Russia.According to Nazli Aziz, senior general manager, Malaysia Airports, these activities are part of an initiative to promote shopping at the airports, as its seeks to enhance the airport experience for travellers. Admission to live screening matches are free, and the matches will be shown in an air-conditioned area lined with soft carpeting and bean bags for comfortable seating.The location is also said to be chosen to accommodate football enthusiasts who do not want to miss the matches while waiting for their flights.Meanwhile, the World Cup contest is eligible to any shopper with a minimum spend of RM$250. Participants can then partake in one of the three games such as a virtual reality (VR) soccer game, The Score Board, and skills-based challenge, the Keepy Uppie to stand a chance to win over 20 prizes sponsored by Dell Malaysia.In addition, a slew of activities are also slated to be launched to enhance the travellers’ total airport experience. This includes the Hugo Boss 2018 Soccer campaign launch of new fragrance Boss Bottled United. Distinguished football athletes such as Julian Draxler, Philippe Coutinho, Harry Kane and Alvaro Morata will thus be invited for the campaign.“Over time, we would like travellers who stop by or pass through our airports to develop a sense of place at the airports as they learn to appreciate the facilities, services and ongoing attractions which we provide for them to enjoy,” Nazli added.Later in the year, campaigns such as the Malaysia Airports’ luxurious annual shopping campaign and other campaigns tied to the upcoming festive seasons such as Deepavali and Christmas are also slated to be launched.