Malaysia Airports’ mission impossible-themed campaign wins at Retail Asia Awards 2025

“Licence To Win 2024” clinched Influencer Marketing Campaign of the Year - Malaysia with cinematic flair and record-breaking results.

Malaysia Airports has again proven its marketing prowess by winning Influencer Marketing Campaign of the Year - Malaysia at the Retail Asia Awards 2025, thanks to its bold and immersive “Licence To Win 2024” campaign.

Merging cinematic storytelling with strategic influencer collaborations, the campaign delivered entertainment and tangible commercial results.

The Licence To Win (LTW) shopping campaign has been a pillar of Malaysia Airports’ Commercial Reset strategy, aimed at transforming airports into vibrant lifestyle and retail destinations, enhancing passenger experience and driving commercial growth. At present, Malaysia Airports has completed 90% of its stores opening and will reach completion by mid-2025.

In 2024, LTW stepped into a whole new league, under the theme #MillionPossible. The campaign invited airport shoppers to participate in a contest by spending at any international airport's retail outlets (KL International Airport, Penang International Airport, Langkawi International Airport, Kuching International Airport, and Kota Kinabalu International Airport), with the ultimate prize of RM1m in shopping vouchers. It was designed to reward travellers for their spending at retail and dining outlets across Malaysia’s international airports, as well as to support their retail partners in driving stronger sales and engagement.

Malaysia Airports boosted awareness of Licence to Win through an integrated marketing campaign that saw influencers embodying “secret agents” in modern spy thrillers such as “Mission: Impossible” and James Bond films.

The campaign’s impact was driven by a carefully curated six-month plan, beginning with a high-profile launch event that set the tone with red carpets, cinematic backdrops, and dramatic visuals that mimicked a blockbuster movie premiere.

“Licence To Win 2024” exceeded its entry target by 108%, a clear indication of its commercial success. Airport retailers also reaped the benefits, enjoying a 64% increase in sales during the campaign period.

On the digital front, the @shopmyairports Instagram page—Malaysia Airports’ official retail handle—recorded a 31.5% increase in engagement. The influencer-led content also generated a sustained engagement rate of 4.5%.

By blending glamour, gamification, and authentic influencer storytelling, the “Licence To Win 2024” campaign achieved the rare feat of being both aspirational and accessible. Its award recognition not only validates Malaysia Airports’ innovative marketing approach but also reflects a broader transformation in how airport retail is conceptualised.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].