Kuala Lumpur, Malaysia – CIMB Bank Berhad and CIMB Islamic Bank Berhad have rolled out a new campaign titled Travel Only With CIMB, positioning themselves as the go-to bank for Malaysian travellers. Designed to make every stage of travel seamless—from booking and redeeming travel points, to enjoying currency exchange and lounge perks—the initiative aims to cater to all aspects of a customer’s journey.
The campaign introduces a comprehensive travel proposition, going beyond the typical one-off travel promotions often seen at events like Matta Fair. Instead, CIMB is pushing a more integrated experience that includes chances to win dream vacations simply by saving or investing with CIMB’s products and services.
“Travel should ignite wonder, not stress and at CIMB we’re committed to making that happen,” said Toni Darusman, group chief brand & marketing officer at CIMB. “‘Travel Made Possible’ is our promise to remove those barriers. Every fee, every worry, every what‑if is nullified, so all our customers need to think about is where they want to go next and with CIMB, Kita Bagi Jadi.”
The campaign’s central concept is brought to life through a whimsical narrative featuring talking travel items such as luggage, passports, and boarding passes. These animated objects voice common anxieties faced by travellers—only to be answered with encouragement to take the plunge. The storytelling also ties into CIMB’s broader social movement, Kita Bagi Jadi (“We Make It Happen”), which aims to inspire optimism and action among Malaysians.
“We built this proposition with one guiding question: how do we turn ‘I wish I could…’ into ‘I’m on my way’?” said Suraiya Abdul Samad, head of consumer marcomm at CIMB. “By speaking directly to the feelings of anticipation and hesitation, we’ve created more than a campaign. We’ve created a companion for every journey so our customers can turn their travel dreams into reality.”
The campaign was developed in collaboration with creative agency The Clan. Martin Wong, copywriter at The Clan, shared, “As a frequent traveller, I’ve had moments where the desire to get away just takes over, but life—its routines, responsibilities, and reasons—always gets in the way. We realised that so many people feel this too: not a lack of want, but a lack of push. And that’s where the spirit of Kita Bagi Jadi came in.”
Rachel Joyce, senior art director at The Clan, added, “We took that relatable travel urge and gave it a quirky twist by putting those inner travel voices into everyday objects. Instead of just telling people to travel, we let their desire do the talking (literally!) Sometimes, all it takes is a chatty luggage to push you to finally book that trip.”
Production for the campaign was handled by Directors Think Tank, with Maurice Noone serving as film director.
