2024 Licence to Win: Malaysian crowned RM1 million airport shopping spree winner
The campaign pulled in more than 300,000 entries from around the world.
MALAYSIAN Ooi Lee Swan has been crowned the grand prize winner of the 2024 Licence to Win (LTW) campaign by Malaysia Airports, walking away with a jaw-dropping RM1 million airport shopping spree.
The high-stakes campaign, designed to turn everyday travellers into big winners, invited participants to spend a minimum of RM200 at participating airports to qualify for monthly prizes and the ultimate grand prize that dreams are made of.
First launched in 2019, Licence to Win made a triumphant return in 2024, reigniting excitement among travellers from Malaysia, China, India, Singapore and beyond. The campaign smashed engagement records, pulling in more than 300,000 entries from around the world—a clear sign that airport retail therapy is alive and thriving.
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This year’s grand finale wasn’t just about big wins—it also marked a defining moment for women in travel retail. All grand prize finalists were women, reflecting the growing power and influence of female travellers in the airport shopping scene.
The impact of the campaign also comes against a backdrop of growing commercial momentum, with Malaysia Airports' overall commercial sales reaching RM2.33 billion in 2024, marking a 25 per cent increase from 2023 and closing in on pre-pandemic levels in 2019 with 86 per cent recovery.
Malaysia Airports' commercial services senior general manager, Hani Ezra Hussin, shared her thoughts on the campaign: "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."
Malaysia Airports has also worked on empowering retailers by driving sales and engagement through strategic initiatives, complemented by marketing support to enhance the visibility and impact of shops, including through shopping campaigns.
Beyond the campaign, Malaysia Airports has pushed ahead with major upgrades and transformations across its network. By the end of 2024, 90 per cent of commercial outlets had opened their doors for passengers to experience a vibrant retail mix. Campaign retail partner, Eraman Malaysia, completed its flagship stores' revamp 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 the end of this year.
The campaign provided shopping vouchers to LTW winners, giving them 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 them on Instagram and Facebook at @shopmyairports.
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