Case Study

Malaysia Airports Holdings Berhad

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About The Client

Malaysia Airports Holdings Berhad (Malaysia Airports) is one of the largest airport operators in the world. The company manages 39 airports across Malaysia – comprising international airports (including the flagship KL International Airport), domestic airports, and short-take off and landing (STOL) ports that serve the deep rural interior of Sabah and Sarawak. In addition, it also manages and operates the Istanbul Sabiha Gökçen International Airport in Turkey.
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Objective

Malaysia Airports sought to position their airports as lifestyle destinations in their own right while enhancing appreciation and understanding of the impact that the organisation has played in transforming Malaysia into a regional aviation hub.

Why The IBR Asia Group

Malaysia Airports commissioned The IBR Asia Group on the basis of our expertise in creating stimulating branding platforms that help deliver our clients’ messages to their target audience. In addition, our reach to a diverse audience comprising corporate and government decision makers – both local and international – was a factor that convinced the client to engage us.

What We Did and how we did it

Developed a sustained branding programme for MAHB in the form of a dedicated publication for them – Convergence. Published bi-monthly, Convergence featured the very best of shopping, dining and services at KLIA and MAHB’s other airports, as well as in-depth behind the scenes stories and interviews with the people who make KLIA one of the best airports in the world. Aside from that, the magazine also showcased business and travel lifestyle from Malaysia and around the world.
Produced a coffee table book in conjunction with MAHB’s 25th Anniversary. It traces the history and important milestones of the company as well as captures the joy it has inspired over the years, weaved together in a strong narrative and enhanced by mesmerising design choices.
Featured the then Managing Director of Malaysia Airports on the cover of our proprietary business magazine International Business Review, which was accompanied by a 10-page cover story showcasing the achievements of the company.
Positioned the General Manager of Land Development at Malaysia Airports as a thought leader in the airports sector by securing him a place as a panellist at the breakaway session on Selangor as a Regional Aviation Hub at the Selangor! Regional Powerhouse Forum
Produced branding and marketing brochures that were used to promote the offerings at the ERAMAN Duty Free shops located in KLIA
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Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets

Results

Convergence was made available at all the airports in the country managed by Malaysia Airports, and served as a handy guide to the very best that the airports, Malaysia and the world has to offer. This helped increase traffic into retail and F&B outlets at the airports, especially KLIA. At the same time, it also served as a must-have companion for travellers who were either coming to or leaving Malaysia. This enhanced appreciation for Malaysia Airports.

Coverage in International Business Review helped enhance Malaysia Airports’ profile to over 30,000 top corporate and government decision-makers in Malaysia

Further helped enhance Malaysia Airports’ profile as the leading airport operator in Malaysia and the region

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia

Testimonial