The Johor Bahru (Bangunan Sultan Iskandar (BSI)) Customs, Immigration, and Quarantine Complex (CIQ) is a large complex at the causeway to Singapore that accommodates Malaysian customs check for cars, trucks, buses and the JB Sentral train station. Located at the northern end of the Johor–Singapore Causeway, it is one of two land ports of entry to Malaysia on the Malaysia–Singapore border.
Based on malaymail.com, over 70 million people have travelled between Malaysia and Singapore through the CIQ Complex at the Sultan Iskandar Building (BSI) and the Sultan Abu Bakar Complex (KSAB) in 2022.
From ICA Annual Statistics 2023, Singapore saw significant increase in travelers volume in 2023. ICA cleared 192.8 million travelers, an increase of 84% or 88 million travelers compared to 2022 (1048 million travelers). During the school and public holidays period, traveler volume at the land checkpoints exceeded pre-COVID-19 levels, reaching about 440,000 travelers daily. (Source : ICA Annual Statistics 2023)
Transportation Modes for Crossing the Causeway
Crossing the Johor-Singapore Causeway offers various transportation options to cater to different needs and preferences:
KTM Tebrau Shuttle: A swift five-minute train ride between Johor Bahru Sentral and Woodlands, Singapore. This service is popular for its efficiency and separate immigration clearance processes, easing congestion.
Public Buses: Multiple bus services operate between Johor Bahru and Singapore, including Causeway Link, SBS Transit, and SMRT. These buses are frequent and provide a cost-effective means of travel for Singaporeans and Malaysians alike.
Private Vehicles and Taxis: Many commuters prefer driving or taking a taxi for convenience and flexibility. However, traffic can be heavy during peak hours.
The Daily Commute: An Advertising Goldmine
For many Malaysians, working in Singapore is a daily routine. They commute via the causeway, to or from Woodlands Checkpoint and Bangunan Sultan Iskandar, to benefit from higher wages and better job opportunities. This regular movement creates a unique captive audience for advertisers. Brands can leverage this constant flow to target Malaysians who spend a significant amount of time in both countries.
This vital link not only connects two nations but also facilitates the daily commute of thousands of Malaysians working in Singapore. The dynamic flow of people offers unique opportunities for out-of-home (OOH) advertising, especially for Singaporean companies targeting Malaysians.
Advertising Opportunity & Strategy in Johor Bahru
Johor Bahru, the southernmost city in Malaysia, has undergone rapid development in recent years. The city’s strategic location, coupled with robust infrastructure, makes it an attractive destination for businesses and tourists. This growth presents ample opportunities for OOH advertising.
1. Customs Checkpoints
Customs checkpoints on both sides of the border are prime locations for OOH advertising. As commuters spend time waiting in lines or clearing customs, they are more likely to notice and engage with advertisements. Digital billboards, static posters can be strategically placed to capture their attention.
As the CIQ has not allowed for advertising since the major upgrade pre-covid, there are limited approved locations that are just launched. We have sought after these sites for more than a year for clients targeting Singaporeans that frequent JB over the weekends and holidays and also Malaysians working long term in Singapore.
2. Causeway Buses
The Causeway buses are a frequent and cost-effective means of travel between Johor Bahru and Singapore. With more Singaporeans and Malaysians opting for bus travel, brands have a prime opportunity to advertise on bus bodies and within bus interiors, reaching a large audience of daily commuters.
3. Major Highways and Roads
Billboards along the main highways leading to the causeway, such as the Johor Bahru Eastern Dispersal Link Expressway (EDL) and the North-South Expressway (NSE), are highly visible to thousands of commuters. Large-format ads on these routes can create a lasting impression.
Strategically located along Jalan Tebrau near Taman Pelangi, Plaza Pelengi and City Plaza. Ideal catchment targeting Malaysians in the north-eastern residential suburbs as well as motorist entering JB via NSE.
Digital LED screen series along Lebuhraya Tebrau, near Taman Pelangi, facing traffic from Singapore towards Tebrau, Johor Bahru.
4. Shopping Malls and City Center
The city center of Johor Bahru is a bustling commercial hub. It houses government offices, corporate buildings, and retail spaces. Advertising in this area ensures visibility among professionals, shoppers, and tourists. Digital billboards and posters in high-traffic areas can effectively capture attention.
Johor Bahru is also a home to numerous shopping malls frequented by Malaysians and Singaporeans alike. Placing advertisements near popular malls like Johor Bahru City Square, Komtar JBCC, Mid Valley Southkey, Paradigm Mall, KSL City Mall, AEON MALL Tebrau City, Sutera Mall and Toppen Shopping Mall ensures exposure to a broad demographic.
5. Tourist Attractions
Tourist attractions like Legoland Malaysia (Legoland Medini ), Johor Zoo, Danga Bay and Jalan Wong Ah Fook draw significant foot traffic. Advertising near these attractions can reach a diverse audience, including families, tourists, and expatriates.
Advertising at checkpoints along the Malaysia-Singapore border could be highly effective for various industries, including:
Telecom Providers: Targeting commuters who need cross-border mobile plans and data services. The telecom industry is highly competitive, with companies constantly vying for customer attention. For Singaporean telecom companies, targeting Malaysians working in Singapore is a strategic move. These individuals often require robust cross-border telecom services, making them an ideal audience.
Financial Services: Promoting banking, remittance, and financial products tailored for cross-border workers.
Consumer Electronics: Advertising gadgets and accessories that appeal to tech-savvy travelers.
Retail and E-Commerce: Highlighting products and services available in both Malaysia and Singapore.
Travel and Hospitality: Marketing travel insurance, accommodation, and transportation services.
In addition to these prime opportunities at the Johor-Singapore border, there are also significant cross-border advertising prospects between Batam and Singapore. By leveraging these locations, brands can maximize their visibility and engagement with the commuter market.
JB-Singapore RTS Link Near Completion
According to the New Straits Times, construction of the Johor Bahru Singapore Rapid Transit System (RTS) is 77.61% complete as of 31 May 2024. The rapid transit system is said to commence passenger service by December 2026, transporting passengers to and from the Bukit Chagar Station in Johor Baru and the Woodlands North Station in Singapore (source). Boasting an impressive capacity of 10,000 passengers per hour in both directions, many anticipate the opening of the RTS with hopes that it will enhance cross-border traffic along the Johor-Singapore Causeway. This development also expands advertising opportunities to reach Malaysians and Singaporeans, particularly Malaysians commuting to work in Singapore and vice versa.
Cross-Border Opportunities:
Batam – Singapore
Ferry Terminals in Batam with Ferries to Singapore: Batam Centre, Harbour Bay Ferry Terminal, Sekupang Ferry Terminal, NongsaPura Ferry Terminal
Ferry Terminals in Singapore with Ferries to Batam: HarbourFront Ferry Terminal, Tanah Merah Ferry Terminal
In addition to the Johor-Singapore route, cross-border advertising opportunities also exist between Batam and Singapore. Ferries travelling between these locations provide another avenue for brands to reach commuters. Advertising at ferry terminals such as the HarbourFront Ferry Terminal, Tanah Merah Ferry Terminal, Batam Centre, Sekupang Ferry Terminal, NongsaPura Ferry Terminal, Harbour Bay Ferry Terminal and on ferries such as Batamfast, Horizon Fast Ferry, Sindo Ferry and Majestic Fast Ferry, traveling to Batam can effectively target Singaporeans, Malaysians and other travellers who frequent this busy route, further expanding the reach of cross-border marketing campaigns.
According to the Straits Times, Tanah Merah Ferry Terminal is set to go through a $20 million revamp in 2024, aimed at enhancing its infrastructure and accommodating more passengers. This upgrade will allow the terminal to serve 20% more passengers and introduce increased automation features, improved restrooms, a more efficient cooling system, and a wider range of F&B options. With these enhancements, the terminal will offer a newer, larger space that attracts a steady flow of local commuters and international tourists. Hence, Tanah Merah Ferry Terminal presents an ideal location for impactful advertising campaigns, providing an excellent opportunity to reach a diverse audience.
Batam’s Harbour Bay Ferry Terminal is an important entry point for travellers coming in from Singapore, Malaysia and other neighboring Indonesian Islands. Surrounded by an array of hotels, shops, and eateries, the terminal boasts a convenient location for both locals and tourists. Its prime position and modern infrastructure attract a consistent flow of commuters, making it a popular choice for both local residents and international visitors.
Batam Centre is another popular gateway for Singaporeans and other travellers visiting Batam. Located in the central area, it houses several ferry operators providing ferry services towards HarbourFront Ferry Terminal, Tanah Merah Ferry Terminal, Berjaya Waterfront Ferry Terminal and the Pasir Gudang Ferry Terminal. The terminal is also situated inside the Mega Mall shopping center, offering multiple dining and shopping options to travellers.
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Batam – Johor
Ferry Terminals in Batam with Ferries to Johor: Batam Centre, Harbour Bay Ferry Terminal
Ferry Terminals in Johor with Ferries to Batam: Berjaya Waterfront Ferry Terminal (Stulang Laut Ferry Terminal), Puteri Harbour International Ferry Terminal, Pasir Gudang Ferry Terminal
Not forgetting the bustling ferry route from Batam Centre or Harbour Bay Ferry Terminal to Berjaya Waterfront Ferry Terminal, Puteri Harbour International Ferry Terminal or Pasir Gudang Ferry Terminal,
which sees a large number of daily commuters and tourists travelling between Indonesia and Malaysia.
Berjaya Waterfront Ferry Terminal in Johor Bahru provides daily ferry services to Batam and Bintan in Indonesia. It serves as an official international entry point, with short travelling time to the neighboring Indonesian islands. Puteri Harbour International Ferry Terminal is another ferry terminal situated in Johor, in close proximity to tourist attractions such as Legoland and the town centre. Due to its convenient location, it attracts many tourists visiting the country. Strategically placing advertisements at the ferry terminals or on ferries such as Putri Anggreni Ferry, Dolphin Fast Ferry, Bistari Gemilang Ferry or Pasir Gudang Passenger Ferry can reach Indonesians, Malaysians and other international travellers. Leveraging on the high dwell time of passengers waiting for their ferries, these advertising locations provide a great opportunity to enhance brand visibility and recall with prolonged exposure to your brand message.
So, are you ready to make a lasting impact through a remarkable advertising campaign? Look no further than The Perfect Media, your trusted partner in crafting visually stunning and engaging campaigns that captivate audiences. With more than 30 unique out-of-home media locations and outdoor advertising in Singapore and 300 in the rest of Asia, contact us here today and start on a creative journey to create an advertising campaign that will leave a lasting impression on your target audience.
