BIG FLY expands the horizon of brand presence to East Malaysia, targeting the local population and international travellers. Institutionalise brand impression amongst East Malaysians at two key gateways into and out of Malaysia; reaching nearly 12.2 million flyers a year, the Kota Kinabalu International Airport (KKIA) and Kuching International Airport (KIA) are among the busiest traveling hubs in Malaysia. With a population of more than 300,000, Miri is the second largest city in Sarawak and allows a large brand footprint through advertising on bus shelters.
Airport terminals are closed environments with a high potential of capturing the attention of travellers whilst waiting; the lengthy wait creates a communication window for advertisers to affiliate with travellers through conventional or experiential advertising which expresses brand value. In the city of Miri, bus shelter advertisements influence consumers as they commute – strengthening brand recall as they progress on their path-to-purchase.
Advertisers may influence the purchase intentions of travellers by constituting brand presence through sizeable or personalised media formats, strategically located to maximise reach.