The campaign focused on creating singular native content and brand integrations designed to:
Leveraging a strategic mix of tactics, the program was designed to maximize reach and deepen engagement among high-intent travelers and potential cardholders. Building on our learnings from our previous partnership, the 2025 campaign focused on a social-first video strategy designed to engage travelers with dynamic content and provide inspiration for upcoming travel.
Throughout the content, the Citi® / AAdvantage® Platinum Select® card was seamlessly integrated to reinforce how everyday spending can translate into more meaningful travel experiences. Card-usage moments were woven naturally into the program to demonstrate member benefits, creating an organic, high-impact content ecosystem that moved audiences closer to consideration.
Built as an extension of the prestigious Travel + Leisure “Destination of the Year” franchise, the 360-program featured custom social videos shot on location in Brazil, paired with a high-impact gatefold in the “Destination of the Year” Travel + Leisure print issue. Amplification included a robust mix of assets across Instagram, YouTube, and TikTok to meet audiences right where they are dreaming, planning, or booking their next vacation. To further amplify the partnership, the program also included native social videos on Food & Wine and InStyle, extending the campaign’s messaging and reach to additional People Inc. brands.
Led by travel influencer and cardholder Oneika Raymond (@oneikaraymond), the custom content featured flavorful dining, unexpected experiences, and colorful fashion recommendations designed to inspire travelers and demonstrate how cardholders can earn AAdvantage® miles on every purchase while enjoying benefits that create meaningful travel moments.
The campaign culminated in an exclusive “Destination of the Year” celebration in January, where 125 invited guests gathered for an immersive evening featuring elevated Brazilian cuisine, premium cocktails, and vibrant entertainment that honored the country’s dynamic culinary and cultural traditions, bringing the campaign from screen to real life.
Optimized for engagement, the program successfully drove a +31% lift in brand awareness among users. A Nielsen survey found that 80% of individuals exposed to the custom content correctly recalled the Citi® / AAdvantage® Platinum Select® card when prompted, and nearly 90% of exposed respondents mentioned that the content showcased unique recommendations. With strong metrics, the campaign was effective in engaging and converting our target audience.
Similar to our previous campaign, the Starch print survey highlighted the Citi® / AAdvantage® creative as the most-recalled ad unit in the December/January issue of Travel + Leisure, and 70% of those who noted the gatefold took action.
