24 April 2025, SEPANG – Malaysia Airports has wrapped up its Licence to Win (LTW) 2024 campaign, capping it off with a once-in-a-lifetime reward – a RM1 million airport shopping spree for grand prize winner Emilyn Ooi Lee Swan, a Malaysian.
The campaign turned airport shopping into an exciting journey, running across Malaysia Airports’ five international airports. Shoppers who spent a minimum of RM200 stood a chance to win monthly prizes and ultimately, the grand prize of a lifetime.
Back for the first time since 2019, the 2024 edition of Licence to Win made a strong return and sparked incredible engagement. Participants came from all over the globe, particularly Malaysia, Indonesia, China, India and Singapore, with more than 300,000 entries received. This year’s finale also saw a standout moment – all grand prize finalists were women, a nod to the evolving influence and presence of female travellers in the airport retail space.
The campaign was set against a backdrop of growing commercial momentum. In 2024, Malaysia Airports’ overall commercial sales reached RM2.33 billion, marking a 25% increase from 2023 and closing in on pre-pandemic levels in 2019 at 86% recovery.
Reflecting on the campaign, Malaysia Airports’ Senior General Manager of Commercial Services, Hani Ezra Hussin, shared, “We see LTW 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 the sales or footfall, but the sense of excitement and connection returning to our airports since the pandemic. Watching women take the spotlight this round was particularly meaningful. Moments such as these remind us how much potential there is to shape airports into places of discovery and joy and not just transit”.
Through strategic initiatives, Malaysia Airports has empowered retailers by driving sales and engagement. This has been complemented by marketing support, including shopping campaigns that enhance visibility and impact.
Throughout the campaign period, Malaysia Airports also pushed ahead with major upgrades and transformations across its network. By the end of 2024, 90% of commercial outlets had opened their doors, offering passengers a wider and more vibrant retail mix. Eraman Malaysia, the retail partner for this campaign, completed the revamp of its flagship stores at Terminal 1, KL International Airport (KLIA) last year. This year, they have embarked on another major refurbishment of their Duty Free emporium at Terminal 2, KLIA which is slated for completion by year-end.
The shopping vouchers awarded during the LTW campaign come at the perfect time, giving winners six months to enjoy enhanced retail and dining experiences across Malaysia Airports’ five international airports: KLIA, Penang, Langkawi, Kota Kinabalu, and Kuching.
For more information, visit www.malaysiaairports.com.my or follow @shopmyairports on Instagram and Facebook.
