Maybank uses viral photo trend in KK to promote Sabah travel deals

KOTA KINABALU, Aug 14 – In a clever marketing move, Maybank is capitalising on a recent viral trend among Chinese tourists in Sabah, who are flocking to the Maybank branch in Jalan Pantai in Kota Kinabalu to take photos in front of the iconic bright yellow sign.

The photos, which made waves on China's popular social media app Xiaohongshu, show tourists posing in front of the former bank branch, sparking curiosity and speculation about why this particular location has attracted so much attention.

As Kota Kinabalu MP Datuk Chan Foong Hin discovered, the answer lies simply in the sign's eye-catching colour and its prime location at a busy intersection.

Maybank has recognized the unexpected attention and used the phenomenon to its advantage by promoting its latest travel offers on social media.

In a recent Facebook post, the bank announced: “Our Gaya Street branch is turning heads and so are our travel deals! We are excited to be the first bank in Malaysia to partner with Agoda to offer great savings with TreatsPoints redemption for hotel bookings. Plus, you can get up to 14% off Agoda hotel stays with select #MaybankCards. Let Maybank take you to Sabah or wherever you want to go, really!”

The campaign highlights the partnership between Maybank and Agoda and offers customers the opportunity to redeem TreatsPoints for hotel bookings, as well as additional discounts of up to 14 percent on select hotel stays when using Maybank cards.

The bank is obviously aiming to attract the interest of tourists who, through their viral posts, inadvertently promote the Maybank brand.

The viral trend has not only increased the visibility of the Gaya Street area, but also provided Maybank with an unexpected platform to connect with potential travellers, thereby strengthening the city's appeal as a top travel destination.