Licence to Win drives engagement across Malaysian airports

Malaysia Airports has concluded its hugely ambitious Licence to Win campaign, which ran from July to December 2024 at five international airports: Kuala Lumpur, Penang, Langkawi, Kuching and Kota Kinabalu.

Returning for the first time since 2019, the 2024 edition generated positive engagement, recording more than 300,000 entries from participants across Malaysia, Indonesia, China, India and Singapore.

The campaign offered shoppers who spent a minimum of MYR200 (US$46) an opportunity to win monthly prizes and the ultimate jackpot – a MYR1 million (US$231,080) airport shopping spree. This edition’s winner, Emilyn Ooi Lee Swan, was awarded the grand prize at an awards ceremony in April.

Malaysia Airports said this year’s finale marked a milestone with all finalists being women – highlighting the evolving presence and influence of female travellers in airport retail.

“Watching women take the spotlight was particularly meaningful. Moments such as these remind us how much potential there is to shape airports into places of discovery and joy, not just transit,” remarked Malaysia Airports Senior General Manager of Commercial Services Hani Ezra Hussin.

The shopping vouchers awarded through the Licence to Win campaign are valid for six months and can be used at retail and dining outlets across Kuala Lumpur, Penang, Langkawi, Kota Kinabalu and Kuching international airports.

Comment: Licence to Win campaign fused high-impact rewards with omnichannel marketing, creating a compelling reason for travellers to shop in-store. Malaysia Airports ensured a substantial prize pool and easy entry mechanics for broad participation.

Hani Ezra Hussin added: “We see Licence to Win as more than just a contest. It is a way to reimagine what airport shopping can be.

“The energy this year was different. It wasn’t just about sales or footfall, but the sense of excitement and connection returning to our airports since the pandemic.”

Throughout the campaign period, Malaysia Airports drove upgrades and transformations across its network. By 2024 end, 90% of commercial outlets opened doors, offering passengers a wider retail mix.