bKash

Ticket to Travelling – bKash Payment e Everything

BACKGROUND

In 2025, visa restrictions and rising costs reduced international travel for Bangladeshis. Meanwhile, domestic tourism was fragmented, with hidden destinations lacking visibility and many hotels without online payment options. Although interest in local travel grew, there was no unified platform to discover, plan, and pay for trips seamlessly.

OBJECTIVE

To mobilize a nation to explore domestic travel. To transform bKash from a payment tool into a unified travel enabler across discovery, booking, and transactions.

Idea

We positioned bKash as the single connector for the entire travel journey, making Bangladesh itself the ultimate travel destination.

EXECUTION

We built a fully integrated, multi-layered campaign ecosystem across content, platforms, and offline touchpoints. We launched 7 high-impact travel films featuring Mehazabien, Amin, and Hasan Masud to build travel aspiration and set the narrative tone. We activated the “Unseen Bangladesh” series with top travel vloggers, showcasing real journeys where every transaction, from transport to stays, was completed via bKash. To solve fragmented accommodation discovery, we launched the Budget Stay Portal, onboarding hundreds of local hotels into a unified digital system. A dedicated Budget Stay influencer series amplified discovery, bringing hidden hotels into mainstream visibility. To drive sustained usage, we introduced a reward-based incentive system where high-volume transactions unlocked travel rewards, including staycations and future travel opportunities. The campaign was further amplified through a strong offline presence via billboards in key travel destinations and participation in travel fairs, ensuring full-funnel visibility.

RESULT

  • 514M total impressions across digital and offline platforms
  • 28% growth in total business volume within travel ecosystem
  • 26% growth in total users
  • 23.6M views for “Unseen Bangladesh”
  • 544K visits to BudgetStayBD.com
  • 7M+ views for Budget Stay content series
  • Hundreds of hotels successfully onboarded into digital ecosystem
  When global travel became restricted, bKash turned domestic travel into a national movement. By integrating content, commerce, platforms, and offline presence, we transformed fragmented tourism into a unified digital ecosystem, making every corner of Bangladesh one payment away.