MAHB aims to elevate brand perception with 'Shop Like A Hero' campaign

Malaysia Airports Holdings (MAHB) has launched its "Shop Like A Hero" campaign or #ShopLAH to spearhead its?commercial reset strategy that envisions its airports as vibrant, luxurious, and exciting destinations.

#ShopLAH invites passengers to reimagine the airport from being a functional transportation hub into a shopping destination with specially crafted premium shopping and dining experiences that will encourage them to arrive earlier at the airport. The campaign also seeks to?elevate the retail, dining, and entertainment experience of its airports to a more premium stratum.?MAHB plans to achieve this by featuring more brands and offering luxury goods exclusive only at its airports.

On top of that, it is looking to converge online and offline retail experiences by introducing e-reward programmes, cashless payment solutions, and ensuring reliable, free internet access in all its properties.?The revamp will include the introduction of new retail zones that will simplify the shopping experience at their airports. The retail space will be divided into a fashion avenue; duty-free, retail-tainment and dining zones. At the same time, MAHB's own chain of retail outlets known as ?Sense of Malaysia? aims to provide consumers with a sense of place when it is launched in the second quarter of 2020.

Already on the cards for this campaign is the establishment of new retail and dining options in Langkawi International Airport and Kuala Lumpur International Airport, as well as retail-tainment attractions such as HIMPUN 2019, Dior Backstage, Hershey?s Flotilla and Licence to Win.?In 2018, international airports in Malaysia saw 84.7 million passengers passing through its terminals. As of August 2019, collectively, the five international airports have already seen a 4.8 per cent growth in passenger movement.

Malaysia Airports? senior general manager for commercial services, Nazli Aziz, said, globally, retail concessions are the largest source of non-aero revenue and it aims to emulate that with its airports.

"The downtown retail sentiment is very sombre but travel retail at airports continue to go on an upwards trend. So, there is mass potential for us to leverage on this, while also addressing passenger behaviours that now value shopping experiences that provide a sense of exclusivity and personalisation," he said.