MALAYSIA. Malaysia Airports has marked the return of its flagship shopping campaign, Licence to Win, with a refreshed format and a Porsche 911 Carrera as the grand prize.
The campaign is running in partnership with Eraman and travel booking platform Traveloka. It aims to enhance the retail experience at Malaysia Airports while driving engagement through high-value rewards.
Running from 21 July to 31 December, the Licence to Win ‘Own the Dream’ edition gives travellers the chance to turn their boarding passes into a golden ticket to win a luxury car or holiday.
According to the company, this year’s edition follows the campaign’s past successes featuring luxury supercars, including the McLaren 570S Coupé in 2019.
In addition to the Porsche grand prize, travellers at Malaysia Airports’ international locations can enter to win a BMW R1300GS motorbike.
With a focus on inclusivity and broader appeal, this year’s Licence to Win campaign features a lower minimum spend requirement of RM100 (US$23.50) and a larger prize pool with new reward structures tailored to diverse consumer preferences.
Malaysia Airports’ F&B segment – now the fastest-growing retail area with a +58% sales increase versus 2019 – plays a key role in the campaign.
Travellers can qualify for the draw through purchases across more than 500 retail and dining outlets at Malaysia’s key international airports, including Kuala Lumpur, Penang, Langkawi, Kuching and Kota Kinabalu.
Travellers can qualify for the draw with purchases across Eraman’s fashion, fragrance & cosmetics, confectionery and wines & spirits brands. The retailer recently bolstered its Malaysia Airports offer with the introduction of new brands: Charlotte Tilbury, Xerjoff and Penhaligon’s. It also revamped outlets across the network.
Traveloka adds an aspirational dimension to the campaign by offering exclusive vouchers for flights, hotels and curated experiences with participating travellers standing a chance to win dream holidays in Switzerland, Australia and Japan. Traveloka brings considerable reach to the campaign with over 140 million downloads and more than 40 million monthly users.
“Our goal is to create experiences that go beyond routine,” commented Malaysia Airports Senior General Manager Commercial Services Hani Ezra Hussin.
“We are making this campaign more engaging, more inclusive and more rewarding for every traveller, across every airport. Our Commercial Reset strategy is about more than just revitalising Kuala Lumpur International Airport; it’s about raising the bar across our entire network. That is why Licence to Win is a cornerstone of our efforts to connect with travellers and shoppers, aligning perfectly with our reset strategy.
“It reflects how we’re reshaping the airport retail experience, making every transaction a touchpoint and every moment an opportunity to connect.”
The campaign was officially launched with a VIP event at Sepang International Circuit. It was attended by local celebrities and KOLs, including Awal Ashaari, Scha Alyahya, Daiyan Trisha, Amelia Henderson and Uyaina Arshad. ✈
