Think Like a Traveller, Not Like a Billboard
Most people in an airport are thinking about one of three things: Where do I need to be? Have I forgotten something? And how long do I have to wait? An ad that answers one of those questions, or makes the wait a little nicer, gets noticed. An ad that ignores them gets walked past.
If you’re planning advertisements in airports, a good idea beats a big budget. Here are six ideas Malaysian brands can borrow, each tied to a moment in the traveller’s journey, with a made-up sample line to show how it might sound.
Note: all the business names and lines below are fictional, so swap in your own.
Idea 1: The “Welcome Home” Moment
Best for: banks, telcos, food brands, property, local services
Malaysians returning from a trip, whether from work, studies or holidays, are in a warm, emotional mood. A message that says “welcome back” feels personal, not salesy.
Sample line: “Selamat pulang. Your first teh tarik back home is waiting at Kopi Sudut.”
Tip: Keep it warm and short. People are tired, so a friendly line works better than an offer with conditions.
Idea 2: The Queue Companion
Best for: snacks, drinks, apps, entertainment, retail
Queues at check-in and immigration are nobody’s favourite. A light, funny line that acknowledges the wait makes people smile, and a smile is memorable.
Sample line: “Still in the queue? Good time to plan your next holiday. Scan to see our packages.”
Tip: Humour works, but keep it kind. Don’t make fun of the traveller, make fun of the situation.
Idea 3: The Balik Kampung Send-Off
Best for: gift shops, mobile data, insurance, food, car services
Festive seasons see airports full of families heading home. It’s an emotional time, and brands that tap into that feeling stand out.
Sample line: “Balik kampung? Bring a little taste of the city home. Gift boxes by Rasa Kita, ready at Level 2.”
Tip: Think about what people carry, buy or worry about on a festive trip. Gifts, data roaming, safe travel and last-minute shopping are all good starting points.
Idea 4: The Baggage Belt Wait
Best for: hotels, ride services, car rental, tourism, local attractions
The baggage belt is one of the few places in an airport where people stand still and look around. They’ve just landed, they need a ride or a room, and they have a few minutes to spare.
Sample line: “Your bags are on their way. Your room at Hotel Seri Pantai is ready. 30 minutes from here.”
Tip: Say what to do next. A QR code or a short WhatsApp keyword can turn waiting time into booking time.
Idea 5: The Friendly Local Guide
Best for: tourism, food, attractions, cultural brands, retail
Visitors arriving in Malaysia often want to know what to eat, where to go and what to try. Brands that act like a helpful local, rather than an advertiser, earn trust.
Sample line: “First time in Malaysia? Try nasi lemak for breakfast. Best enjoyed at Warung Pagi, 10 minutes by train.”
Tip: Use a conversational tone and mention something specific. A real dish, a real tip or a real place feels more helpful than a slogan. And keep the language simple, since many visitors read English as a second language.
Idea 6: The Time-Saver for Business Travellers
Best for: co-working spaces, hotels, banks, car services, tech and software brands
Business travellers care about time, comfort and getting things done. They’re often in a hurry, so the best ads promise to save effort.
Sample line: “Landed. Meeting in 90 minutes. A quiet desk and fast Wi-Fi, 15 minutes from the airport.”
Tip: Be concrete. A clear benefit, such as “quiet desk” or “airport pickup”, is stronger than a general promise.
What Makes Any of These Work
Whichever idea you choose, a few things apply across the board:
- One message. An airport is full of visual noise, so keep it simple.
- A big, clear brand name. People should know who it’s from.
- Short text. Travellers are moving, tired or distracted.
- One action. Scan, WhatsApp, visit or search.
- A message that fits the place. A welcome line belongs in arrivals. A queue joke belongs near the queue.
- Language that suits your audience. Local travellers, tourists and business visitors may all respond to different tones.
A Few Mistakes to Avoid
- Copying a billboard. Airport ads sit in a different setting with a different mood, so don’t just reuse your roadside design.
- Too many words. If people can’t read it in a few seconds, it won’t land.
- Wrong message, wrong moment. An “enjoy your trip” message at baggage claim feels off.
- Hard to read in airport lighting. Test your design for contrast and size.
- No next step. Even a simple “scan here” gives your ad a purpose.
Which Idea Is Right for You?
Ask yourself:
- Who do I want to reach? Locals, tourists or business travellers?
- When do I want them to see me? Before they leave, while they wait or just after they land?
- What do I want them to do? Book, visit, scan or simply remember?
- What tone suits my brand? Warm, funny, helpful or polished?
Your answers will point you to one or two of the ideas above. You don’t need to use all six.
Pair It With Other Media
Airports are only one moment in a person’s day. Someone might see your ad on arrival, then a digital billboard on the road into the city, then your social media later. Keep the look and message consistent, and each sighting adds to the last.
Pick Your Gate
Good advertisements in airports don’t shout the loudest. They speak to a traveller in the moment, with a message that fits the place. Pick an idea that suits your audience, keep it short and make the next step clear.
If you’d like a hand turning one of these into a real campaign, the team at Avyan is happy to chat. Drop us a message anytime. No hard sell, just a few friendly ideas to get you started with advertisements in airports that feel right for your brand.