The figure Gusti Ngurah is literally illustrated as a man putting on Balinese traditional costume. He is wearing sarong, kamen and udeng headdress, and always smile while a piece of beautiful flower is affixed on the right ear. The figure of Gusti Ngurah can be found in any form related to Ngurah Rai Airport. Originally, many people associated the figure Gusti Ngurah with I Gusti Ngurah Rai. The name of this great hero of Bali is immortalized as the name of prideful airport of Bali. In fact, the icon Gusti Ngurah ‘created’ by Heru Legowo denotes an imaginary figure containing devotional values of a person working at the airport, whatever his profession, department of origin and social background. “Gusti Ngurah” is personification of a figure having silent, well-mannered, and smart personality as well as being easy to communicate, ready to accept any input, having sagacity to accept other’s opinion, disparity and religiosity,” described Heru.

He expected in the daily operation, the existing element at the Ngurah Rai Airport can reflect the values exuded by the figure Gusti Ngurah as described above. Related to the icon of Ngurah Rai Airport, this former GM of PAP I Seleparang, Lombok has a theory of his own. Pursuant to the theory of marketing, he wants the Ngurah Rai Airport to become a product that does not only reach the mind share and market share but also to reach what he calls by heart share. “In the level of heart share, he expected to establish personal and inner relations with the Ngurah Rai Airport to anybody connected with it,” remarked Heru. Heru thoroughly realized that to make his obsession come true which is not easy. For that purpose, he keeps on providing training and enlightenment to all departments. It aims that the personality of Gusti Ngurah could become the daily habit of all apparatus having interest at the airport, both the apparatus of PAP I itself, airport administrator, air carrier, immigration, custom and excise, security and others. “The silent, well-mannered, and smart personality as well as being easy to communicate, ready to accept any input, having sagacity to accept other’s opinion, disparity and religiosity should become a way of life of all apparatus at the Ngurah Rai Airport,” Heru added.