KLIA’s major revamp and How Airport Advertising help you reach travellers and drive engagement 

Kuala Lumpur International Airport (KLIA) is Malaysia’s main airport and a key transportation hub in Southeast Asia, the number of passengers travelling through KLIA reached about 25 million in 2022, representing more than 70 per cent of the 35 million travellers who used the airport in 2019.

The airport, which opened in 1998, had been ranked among the top 10 airports in the world on four occasions – in 2001, 2010, 2011 and 2012. But since then, it has seen a steady decline in rankings, falling to 14th place in 2013 and 44th in 2018.

In recent years, KLIA has faced operational snags and challenges that have affected its reputation and competitiveness in the global airport industry. Its Skytrax ranking has been dropping since 2013, and slipped another five spots to No. 67 this year as reported in the Straits Times on 24 Mar 2023.

To address these issues, the Malaysia Airports Holdings Berhad (MAHB), which operates KLIA, recently announced a major revamp plan. The airport makeover will include self-baggage drop-offs, a redesign of the check-in counters, new aerotrain and baggage handling systems, and new lounges and food and beverage (F&B) outlets. The revamp, which is expected to take several years and cost billions of dollars, has a goal of bringing KLIA back to the top 10 of Skytrax’s world airport rankings by 2028.

By investing in these upgrades, KLIA hopes to enhance its customer experience, attract more airlines and passengers, and regain its position as a leading airport in the world.


As a major transportation hub, KLIA offers a unique opportunity for businesses to reach a large and diverse audience through airport advertising.

Airport advertising is a unique form of advertising that targets passengers within airport spaces. The different types of airport advertising include digital screens, wall wraps, billboards, shuttle wraps, charging stations, and interactive displays. With millions of passengers passing through airports every year, airport advertising presents an unparalleled opportunity for businesses to reach a diverse, international audience.

Advertising in airports has become an increasingly popular marketing channel, as it provides businesses with a unique opportunity to reach a captive audience of travelers. According to a report by Statista, global airport advertising revenue is expected to reach $13.7 billion by 2023, up from $8.4 billion in 2017 (will add source or latest stats). In Malaysia, KLIA is a prime location for advertisers, with its high volume of passengers and diverse demographics.

The current state of advertising in airports includes various types of ads, such as digital displays, prominent lightbox bulkheads at escalators, sticker decals, billboards, and experiential marketing installations. These ads are strategically placed throughout the airport, targeting passengers at various points in their journey, such as check-in areas, baggage claim, and departure gates. The target audience for airport advertising includes a range of travelers, from business executives to families on vacation.

The use of digital signage and interactive displays has been strong, allowing for more engaging and immersive advertising experiences. For example, interactive displays could be used to showcase new products or services, or to offer personalized promotions based on the traveler’s destination or travel history.

Some of the strongest attractive locations in the KLIA Airport include:

K1 DIGITAL ARRIVALS SPECTACULAR: – Kuala Lumpur International Airport International Arrival Hall. This site is the perfect meet and greet targeting 100% arrivals. There are 4 large format digital LED screens dominating international arrivals hall and it is viewable for both the passengers as well as the well-wishers picking up their guests and loved ones from the airport.

K1 Digital Arrivals Network at the KLIA BAGGAGE RECLAIM (AIRSIDE): This is one of the most perfect and efficient formats for tactical campaigns targeting arriving passengers @ KLIA. Based on a network of 24 landscape large format digital screens strategically positioned on baggage carousels, it targets 100% arriving passengers. It allows for a maximum of 12 advertisers combined with average 30 min dwell time ensures maximum impact, coverage & frequency.

K1 Digital Dream: Incredible digital media opportunity that spans up to 95meters in length with architectural back lighting. This location is visible to 100% arriving passengers as they wait at the baggage carousels and as they exit into the landside arrivals hall. It is highly recommended as it completely dominates baggage hall.

Another potential avenue for advertising in the revamped KLIA is experiential marketing. By creating immersive brand experiences, advertisers can engage with passengers on a deeper level, leaving a lasting impression that could drive brand loyalty and advocacy. For example, a travel company could set up a pop-up booth offering free travel consultations and samples of local snacks or souvenirs. The Perfect Media Group has also set up a co-branding co-working space across multiple airports in Indonesia for Tokopedia. Such examples of experiential marketing have immeasurable impact and benefits the passengers and positive image of the brand.

Many brands from Indonesia are taking an export approach and are progressing with global branding. The local brands such as for clothing and accessories, skincare, coffee, travel platforms are all prime and have a high quality that is suitable to export to markets such as Singapore, Malaysia and beyond!


Airport passengers are a unique demographic that can be appealing to advertisers. Airport passengers are typically a mix of business and leisure travelers, spanning across all ages and income levels. They are often a captive audience, spending a significant amount of time in airports waiting for their flights.

Targeted Audience

One of the primary advantages of advertising in airports is the ability to reach a diverse, international audience. Airports serve as major hubs for global travel, attracting passengers from all over the world. This presents an excellent opportunity for businesses to promote their products or services to an audience they may not have been able to reach otherwise.

KLIA’s rapid growth mirror the rise of the South East Asian airports. Given the rising affluence of the middle class and the explosion of low-cost-carriers such as Air Asia – travel is much more accessible than before. This growth is set to grow with Malaysia’s latest airline launches since post pandemic such as MY Airlines and the merger of Malindo with Batik Air, travel is so much more accessible than before.

We are also not surprised to see that 42% of the passengers are traveling for business reasons to KLIA as Kuala Lumpur is the international gate way to both the government and commercial sectors. Malaysia is also getting attractive for MICE events to take place there as it is both affordable, highly accessible and has both the convenience of language, traffic as well as travel entertainment available for delegates.

High Dwell Time

Dwell time refers to the amount of time that passengers spend in airports. In many cases, passengers arrive at airports well in advance of their flights, which means they have a significant amount of time to spend in the terminal. This provides a unique opportunity for advertisers to capture their attention and engage with them for an extended period of time.

When compared to other advertising mediums, airport advertising has one of the highest dwell times. For example, passengers spend an average of 60-90 minutes in airports before their flights, while they typically only spend 15-30 seconds with traditional print or TV ads. This extended exposure to advertising in airports can lead to higher recall rates and increased brand recognition.

Utilizing high dwell time for advertising purposes can have several advantages. Advertisers can create engaging, interactive experiences that encourage passengers to spend more time with their brand. They can also use this extended exposure to tell a brand’s story and create an emotional connection with the audience.

Contextually Relevant Environment

Airports provide a contextually relevant environment for advertisers to engage with their audience. The environment of an airport is busy, often chaotic, and filled with distractions. This creates a unique opportunity for advertisers to create relevant, eye-catching campaigns that capture the attention of passengers in this unique setting.

One of the primary advantages of contextually relevant advertising is the ability to create a stronger emotional connection with the audience. By tailoring advertising messages to the airport environment, advertisers can create campaigns that resonate with passengers on a deeper level. This can lead to increased engagement, improved brand perception, and ultimately, increased sales.

Brand Awareness

Airport advertising provides a unique opportunity for brands to enhance their awareness among a diverse, international audience. With millions of passengers passing through airports, advertisers can reach a significant number of people and make a lasting impression.

The advantages of brand awareness through airport advertising are numerous. Firstly, airport advertising allows brands to stand out from the competition and increase their visibility in a crowded marketplace. Secondly, by creating memorable campaigns, brands can generate positive word of mouth and improve their reputation among consumers. Finally, airport advertising can help brands build loyalty and establish themselves as leaders in their respective industries.

In summary, airport advertising is important for a number of reasons. It allows advertisers to reach a diverse, international audience, take advantage of high dwell time, create contextually relevant campaigns, and enhance brand awareness.

Airport advertising has the power and potential to create memorable, engaging campaigns that connect with passengers on a deeper level. By taking advantage of the unique opportunities presented by airport environments, brands can create campaigns that generate positive word of mouth, increase engagement, and ultimately, drive sales. As the global travel industry continues to grow, the importance of airport advertising will only continue to increase, making it an essential tool for advertisers looking to connect with a diverse, international audience. Contact The Perfect Media here to step out the first step to reach your target audience!



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