46 MALAYSIA AIRPORTS HOLDINGS BERHAD KEY ENABLERS SHORT TO MEDIUM TERM FOCUS 1) Deliver joyful connections in line with our brand promise and ‘Caring Hosts’ culture. 2) Drive footfall to the airport by creating excitement and interest among the public. 3) Highlight new commercial brands and retail experiences at airports. 4) Promote airport modernisation and digitalisation initiatives such as Single Token Journey initiative, Passenger Reconciliation System (PRS), Self-Service Bag Drop (SSBD), Airport Collaborative Decision Making (ACDM) and improved MYairports mobile application. 5) Reinforce brand and reputation by becoming a service leader in delivering airport experience, positioning as a global hub for aviation and logistic, and value creator in airport management, connectivity and sustainability. Malaysia Airports strives to instil positive perception and restore confidence for air travel through effective communication and branding. COMMUNICATIONS AND BRANDING STRATEGIC KEY FOCUS AREAS KEY ACTIVITIES TO CREATE VALUE IN FY2021 1) Instilling and restoring confidence in air travel. 2) Strengthening the brand identity. Instilling and restoring confidence in air travel 1) Creating excitement about air travel and tourism to promote a positive outlook for the national aviation and tourism sector. 2) Communicating through multiple channels to inform passengers and the general public on the safety and public health measures implemented at the airports. 3) Communicating on the Airports 4.0 initiatives that showcase a safe and contactless airport experience. 4) Reaching out to the community in various Corporate Responsibility initiatives such as providing the necessities for students heading back to school and contribution of monetary and goods to the community affected by natural disasters and the COVID-19 pandemic. Strengthening the brand identity 5) Institutionalised the brand management structure and governance as well as developed brand awareness through onground training and senior management engagements.
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