From Check-In to Baggage Claim, Every Step Has a Space
An airport is a strange and wonderful place to advertise. People arrive early, queue, wait, wander, walk, wait again and finally collect their bags. Every one of those moments is a chance for your brand to be seen.
But it also means there’s no single “airport ad”. If you’re considering airport advertising for your business, the real question is which format suits your goal. Here’s a plain-English guide to the main options, what each does best, and how to choose.
A quick note: which formats are available depends on the airport and the operator, so always check what’s on offer for the terminals you have in mind.
Why the Format Matters
A traveller rushing to the gate and a traveller waiting for a bag are in two very different moods. The first is focused and hurried. The second has a few spare minutes and nothing to do. The best airport ads match the format to the moment.
So before looking at formats, ask: where do I want my brand to be seen, and what do I want people to do after?
The Main Airport Ad Formats
1. Entrance wraps and large exterior displays.
These sit at the front of the terminal or along the approach roads. They’re the first thing many people see, so they work like a welcome sign for your brand.
- Best for: big launches, brand awareness, tourism, property and anything that benefits from a bold first impression.
- Keep in mind: people are often moving or in a vehicle, so keep it simple and large.
2. LED and digital screens.
Moving screens in departure halls, corridors and arrival areas. They can show video, change messages and be updated over time.
- Best for: timely promotions, product launches, events and brands with several messages.
- Keep in mind: the screen is often shared with other advertisers, so your message must grab attention in a few seconds.
3. Lightboxes and backlit panels.
Illuminated panels along walkways, near gates and in waiting areas. Because they glow, they stand out even in busy spaces.
- Best for: strong visuals, food and drink, travel, fashion and lifestyle brands.
- Keep in mind: the design is still, so one clear image and a short line works best.
4. Backlit banners and hanging displays.
Large banners above walkways or in open areas. They’re seen from a distance and by many people at once.
- Best for: brand-building and big, simple messages.
- Keep in mind: the further away it is, the bigger the text needs to be.
5. Pillar wraps.
Graphics wrapped around pillars in the terminal. Passengers walk around them, so they’re seen from several angles.
- Best for: repeated exposure in a busy path, series of messages, eye-catching designs.
- Keep in mind: the curved surface changes how the design looks, so test the layout before printing.
6. Baggage carousel displays.
Ads near the baggage belt, where arrivals wait with little else to look at. This is one of the few places where people are standing still and looking around.
- Best for: messages with a little more detail, local services, hotels, taxis and ride services, and anything aimed at people who have just landed.
- Keep in mind: the audience is arriving, not departing, so tailor your message to “welcome” and “what to do next”.
7. Exit barriers and arrival areas.
Ads along the exit route as people leave the terminal. It’s the last thing people see before they step into the city.
- Best for: local businesses, transport, hotels, attractions and “welcome to Malaysia” style messages.
- Keep in mind: people are keen to leave, so make it quick and clear.
How to Choose: Match the Format to Your Goal
- If you want to be remembered: pick big, bold formats like entrance wraps or pillar wraps, and keep the message simple.
- If you want to promote something timely: digital screens let you update your message and run seasonal offers.
- If you want to tell people what to do next: baggage carousel and arrival-area ads suit local services and directions.
- If you want to build a premium look: lightboxes and well-designed backlit panels give a polished, upscale feel.
- If you want a bit of everything: combine two or three formats so people meet your brand at different points in their journey.
Who Is It For?
Airport advertising tends to suit:
- Tourism and hospitality brands like hotels, attractions and tour operators
- Travel services such as airlines, ride services, car rental and insurance
- Property developers targeting business travellers and returning Malaysians
- Premium and lifestyle brands that want a polished setting
- Local businesses welcoming visitors and returning residents
- Event organisers promoting concerts, conferences and festivals
Who Might Want to Think Twice
It may not be the best first step if you:
- Have a very small budget and need quick, trackable sales
- Serve customers who rarely travel by air
- Have a complicated message that can’t be shortened
- Need instant results this week
- Are not yet sure of your goal
In those cases, a smaller test with a single format, or another medium, might be a better start.
A Made-Up Example
Imagine a new boutique hotel, “Hotel Seri Pantai”, wanting more bookings from visitors. It chooses two formats: a baggage carousel display, showing a calm beach photo with “Your room is ready. 30 minutes from the airport”, and a lightbox in the arrival corridor with a QR code for a welcome drink offer.
Travellers waiting for their bags see the first message, then spot the second on the way out and scan the code. The two ads work together, one planting the idea, the other offering the next step.
*The hotel and the story are fictional
Tips Before You Book
- Start with one goal. Awareness, bookings, or an event.
- Think about the journey. Where would your customer see your ad, and what would they feel?
- Keep it simple. A few words, one image, one action.
- Check the rules. Airports usually have guidelines for content and design, so ask early.
- Plan lead time. Production and approval can take a while, so don’t leave it to the last minute.
- Track it. Use a QR code, promo code or WhatsApp keyword so you can see what works.
Ready for Takeoff?
The best format isn’t the biggest or flashiest one. It’s the one that meets your customer at the right moment with the right message. Start with your goal, match the format, and keep the design clear.
If you’d like help working out which airport formats suit your brand, the team at Avyan is happy to chat. Drop us a message anytime. No hard sell, just a friendly conversation about whether airport advertising is right for you.