Maybank Singapore and American Tourister turn everyday spending into a getaway

Maybank Singapore is reimagining the launch of its new XL cards by pairing finance with lifestyle in a first-of-its-kind collaboration with American Tourister.

Inspired by the card’s design, which resembles a luggage case adorned with decorative stickers, the campaign links everyday financial services with experiences across dining, shopping, entertainment and travel, turning a product launch into a statement about adventure and everyday rewards.

In conversation with MARKETING-INTERACTIVE, Tessa Er, head of cards and personal loans, Maybank Singapore said the partnership builds on an ongoing relationship between the two brands.

“Both brands represent journeys. Maybank supports financial journeys, while American Tourister equips travel adventures. That shared DNA makes the partnership feel authentic," said Er. She added that the collaboration allowed the bank to spark conversations beyond the traditional credit card space and connect with next generations in a way that feels relevant, engaging and fresh.

Don't miss: Humanising finance: How Maybank is putting people first

Between 19 September and 2 October, XL Card members will have early access to American Tourister’s Diazip collection, including a 10% discount in Southeast Asia. By combining cashback and rewards with the aspirational appeal of travel gear, Maybank and American Tourister aim to show that everyday spending can feel like a getaway the moment the card arrives.

For now, the collaboration is focused on the XL Card launch and the debut of the Diazip collection, with both brands aligned on empowering people to live boldly, explore, and get more out of everyday moments.

The partnership also required translating a financial product into a lifestyle-focused narrative. Meanwhile, the collaboration will be amplified through media seeding to over 30 lifestyle creators and media partners, featuring curated items, exclusive deals and experiences such as FOMO Fridays, highlighting how smart spending can go hand in hand with style and exploration.

“The main challenge was balancing clarity and creativity. Instead of a standard press release, we worked with key cards influencers and financial websites during the initial launch to pique consumer interest," said Er.

"The current wave of media seeding to unbox the XL card proposition in a Diazip luggage amplified our card proposition through show and tell instead of explaining things with the usual hard numbers and product features,” she added. 

Success will be measured across three areas. The first is acquisition, which will be tracked through new card sign-ups, activation rates, and usage across lifestyle categories. The second is engagement, measured by media coverage, social chatter, and the resonance of the “Everyday, a getaway” theme. The third is brand equity, reflecting how Maybank is perceived not just as a financial institution, but as a lifestyle partner that understands the aspirations of young adults.

Speaking to the partnership, Er said "The best perks shouldn’t be reserved only for premium cards. Now young adults can enjoy more value on their everyday favourites when they live, spend, and explore. It’s about making great benefits accessible, right from the start of their financial journey.

In tandem, Hazlina Dayangku, head of marketing and brand strategy (SEA), American Tourister added “American Tourister has always celebrated the joy of travel. Through this collaboration with Maybank, we aim to empower a new generation to embrace life with confidence, inspiring them to explore boldly, embrace new experiences, and turn everyday journeys into unforgettable adventures." 

The partnership follows Maybank Singapore’s recent 65th anniversary campaign, "Served your way, Maybank", which blended ASEAN food culture with modern banking. The campaign connects familiar flavours and communal dining traditions with the bank’s goal of making financial services more personal, rewarding and purposeful. Rooted in Maybank’s mission of “humanising financial services”, it draws inspiration from ASEAN meals, where care, sharing and personalisation are central to the experience.

A key element is "Kopi kakis" (“coffee friends”), informal engagement sessions over food and coffee where customers provide candid feedback and co-create ideas with the bank. Senior management often joins these sessions, reflecting Maybank’s belief that the best way to serve customers is to listen, connect and respond directly.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Maybank and TikTok Shop collaborate to empower the digitalisation of ASEAN SMEs      
Maybank inks partnership with Microsoft to supercharge digital and AI transformation   
Travel gets deadly stylish in American Tourister’s Squid Game tie-up