Why MISC Group is turning a KL landmark into a maritime experience

MISC Group is turning to immersive storytelling and experiential technology in its latest push to tackle maritime’s longstanding gender gap, as it brings back its “Chart her course” campaign this May.

Running from 19 to 24 May 2026, the initiative will take over Bangunan Sultan Abdul Samad, transforming one of Kuala Lumpur’s most recognisable heritage buildings into a six-room immersive installation designed to bring life at sea closer to the public.

The campaign comes against the backdrop of a stark industry imbalance. According to the brand, women currently make up less than 2% of the global seafaring workforce, a challenge that “Chart her course” aims to address not through traditional awareness messaging, but through representation and experiential engagement.

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Rather than relying on conventional campaigns or panel discussions, the activation is built around the idea that storytelling can help young women and girls imagine a future within the maritime industry.

Developed alongside Chariot Agency and event partner WE ARE KIX, the 2026 edition expands significantly from its debut run, featuring a larger footprint, a more prominent public venue and deeper narrative-driven experiences.

Visitors will move through six themed rooms designed to make maritime careers feel tangible and accessible, with the stories and experiences rooted in real women working within the industry.

“We wanted to create an experience that doesn’t just celebrate women in maritime, but helps people imagine themselves in that world,” said Christyna Fong, creative director at Chariot Agency.

The campaign reflects a broader shift in how brands and industries are approaching talent attraction, particularly in sectors often perceived as distant or inaccessible to younger audiences. Instead of positioning maritime through technical recruitment messaging, “Chart her course” reframes the industry through immersive public storytelling and emotional connection.

The activation will run daily from 10am to 8pm, with free admission for visitors. It will also be supported by digital and DOOH placements across the Klang Valley.

Earlier this year, the company together with Chariot spotlighted the untold stories of female seafarers through a highly immersive exhibition titled "Chart her course". The interactive experience aimed to challenge stereotypes and open up new possibilities for women in one of the world’s most male-dominated industries.

Some of Chariot's other work for MISC includes ‘Four dots that move the world’, a World Maritime Day campaign turning navigational motifs into a bold visual metaphor for global shipping; and Highlights include ‘Symphony of the Nation’, a Hari Kebangsaan campaign featuring an AR filter that allowed users to play the national anthem using vessel horns.

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