Overview

Sabah Tourism sought to reignite domestic travel interest and position Sabah as a top-of-mind destination ahead of key travel periods, in alignment with Visit Malaysia 2026 objectives. The challenge was not awareness of Sabah’s natural appeal but converting aspiration into intent among Malaysian families and young adults within a cluttered travel inspiration landscape. Visual Retale designed a high-impact OOH strategy to place Sabah visibly and emotionally within everyday urban life — ensuring the destination stayed present long before booking decisions were made.

Execution

Visual Retale engineered a three-week, Klang Valley–focused DOOH deployment across large, spectacular, and sequential digital formats. Site selection prioritised high-traffic commuter corridors, lifestyle districts, and family-centric urban zones where travel conversations naturally surface. Screens were clustered and modulated weekly to maximise reach while intensifying exposure in the final phase through larger-format dominance. This phased approach ensured sustained visibility, built momentum over time, and reinforced Sabah’s presence across repeated daily movement patterns.

Impact

By embedding Sabah’s imagery within high-frequency urban environments, the campaign strengthened destination salience among families, middle-income households, and leisure-oriented travellers. The execution supported stronger recall, reinforced emotional connection to Sabah’s natural offerings, and helped shift the destination from distant aspiration to a viable near-term travel choice. The campaign demonstrated how OOH can effectively bridge inspiration and intent for tourism brands by maintaining consistent, high-visibility presence ahead of planning moments.