KUCHING: E-hailing platform Maxim is rolling out a Gawai-themed campaign across Kuching, Miri and Bintulu, offering complimentary rides and exclusive postcards featuring artwork by Sarawakian artists in conjunction with the upcoming harvest festival.
According to a press release, the 10-day campaign leading up to Gawai Dayak will feature specially branded vehicles decorated with Gawai-inspired cultural designs aimed at promoting appreciation for Sarawak’s traditions and festive heritage.
Passengers who successfully book the participating Gawai-themed vehicles through the Maxim app will be eligible for free rides throughout the campaign period.
In Kuching, the activation will cover several locations including Satok, Kuching Waterfront, Batu Kawa, Padungan and Northbank Tabuan.
Meanwhile, the campaign in Miri will involve areas around Imperial Mall, Boulevard Mall, Bintang Megamall, Permy Mall and Emart.
In Bintulu, the themed vehicles will operate around The Spring Mall, Boulevard Mall, Parkcity Mall, Times Square Megamall, Commerce Square Mall and Naim Paragon Street Mall.
Maxim has also collaborated with local artists Lim Mei Joo and Amey Sheikh Ali to produce exclusive Gawai-themed postcards inspired by the harvest celebration and Sarawak’s cultural identity.
The postcard initiative will run from May 25 to 31, with passengers receiving one postcard for every completed ride with participating campaign drivers, while stocks last.
Head of Maxim Miri, Gary Lim, said the initiative was aimed at creating greater appreciation for Sarawak’s culture and local creative talents while strengthening community connections during the festive season.
“Through this initiative, we hope to not only provide enjoyable ride experiences, but also create greater appreciation for local art, culture and traditions,” he said.
He added that collaborations with local artists also provided an opportunity to showcase Sarawak’s creative talents while encouraging meaningful interaction within the community during Gawai celebrations.
