Kuala lumpur: Malaysia Airports Holdings Bhd (MAHB) is taking a significant step towards transforming its airport advertising estate by launching a request for information (RFI) to invite industry input. The aim is to create a data-driven and digitally integrated media ecosystem across its network, which recorded 104.5 million passenger movements last year.
According to BERNAMA News Agency, MAHB's managing director, Datuk Mohd Izani Ghani, emphasized the importance of understanding the extensive reach of the airport operator across various passenger segments and markets. This RFI seeks to develop a more effective airport media ecosystem that not only serves brands and partners but also enhances the passenger experience.
The initiative is part of MAHB's broader ambition to position Malaysia as the most connected country in the Asia Pacific region. The review will focus on enhancing terminal ambience, strengthening the commercial potential of the advertising estate, and accelerating digital transformation across Kuala Lumpur International Airport (KLIA) Terminal 1, KLIA Terminal 2, and other selected airports.
MAHB is seeking insights on various aspects, including data-informed audience measurement, automated media capabilities, and omnichannel engagement. These elements are expected to enable brands to connect more effectively with travelers. The review will also explore smart-airport integration and energy-efficient Digital Out-of-Home (DOOH) solutions that align with passenger wayfinding and the broader terminal environment.
The advertising estate of MAHB encompasses terminal buildings, Flight Information Display Systems, DOOH screens, airport trolleys, and other infrastructure. Feedback is being sought on potential delivery models, such as a unified nationwide concession, regional clusters, or other suitable structures. Respondents are encouraged to share views on Minimum Annual Guarantee, revenue-sharing arrangements, passenger-linked models, and other rental mechanisms. Sustainable operating practices and relevant Environmental, Social, and Governance principles will also be part of the assessment.