Malaysia Airports seeks ad partners

Malaysia Airports seeks industry input to develop advertising across its network, including KLIA terminals and regional airports.

Malaysia Airports has launched a Request for Information (RFI) to gather industry insights from potential future advertising partners. The exercise covers advertising opportunities across Kuala Lumpur International Airport's Terminal 1, KLIA Terminal 2, and selected airports throughout Peninsula Malaysia, Sabah, and Sarawak.

Leading global airport media operators, advertising concessionaires, and strategic partners are invited to share their capabilities and potential approaches. The RFI forms part of wider efforts to prepare the airport network for its next phase of growth, reviewing how commercial assets and partnerships can contribute more effectively to the terminal environment.

Scope and Ambition

Managing director Dato' Mohd Izani Ghani stated that the airport network offers significant reach. Malaysia Airports recorded 104.5 million passenger movements across its local network in 2025.

Through the RFI, the company wants to understand how that potential can be developed into a more effective airport media ecosystem. The goal is to serve brands and partners while contributing positively to the passenger experience. This is also an opportunity to reinforce the airports as gateways for tourism and business, and as spaces that reflect Malaysian identity.

The insights received will help determine how airport advertising can support the broader ambition to position Malaysia as the most connected country in Asia Pacific.

Focus Areas and Delivery Models

The review focuses on three specific areas: enhancing terminal ambience, strengthening the commercial potential of the advertising estate, and accelerating its digital transformation. Malaysia Airports is seeking insights on data-informed audience measurement, automated media capabilities, and omnichannel engagement.

The review will also consider smart-airport integration and energy-efficient Digital Out-of-Home (DOOH) solutions. The advertising estate spans terminal buildings, Flight Information Display Systems (FIDS), DOOH screens, airport trolleys, and other owned infrastructure.

Market feedback is also being sought on potential delivery models. Respondents may provide views on Minimum Annual Guarantee (MAG), revenue-sharing arrangements, passenger-linked models, and other rental mechanisms.

Sustainable operating practices and relevant Environmental, Social and Governance (ESG) principles will form part of the assessment.

Submission Details

Interested parties must submit their responses electronically. The required formats are PDF and Excel for financial details.

The submission deadline is 25 September 2026, at 5.00 pm MYT. All responses must be sent to the Tender, Contract Management and Business Improvement Unit.

Source: Airport World