What if ordinary everyday purchases could unlock extraordinary experiences? In the second installment of the This City Is Your Next Adventure series, National Geographic partnered once again with Citi® / AAdvantage® to show audiences exactly that — how the Citi® / AAdvantage® Platinum Select® card can turn everyday spending into the miles and points that fuel real, transformative travel.
Set against the vibrant backdrop of Tokyo and told through the lens of National Geographic Photographer Jonathan Irish, our objective was twofold: (1) to spark wanderlust for travel through Nat Geo’s signature storytelling and (2) to educate consumers on the card’s unique ability to turn purchases into earnings that would bring their next great adventure to life.
From hidden gems and bustling neighborhoods to flavorful cuisines and scenic day trips, we highlighted the richness and energy of Tokyo while seamlessly integrating the Platinum Select® card into the content, all the while showing how the card can support and elevate the travel journey.
Ultimately, this campaign was designed to inspire our audience to see the world while driving meaningful consideration for the Platinum Select® card, empowering card members not just to imagine their next adventure, but to go out and live it.
Our strategy focused on building on the equity and momentum of This City Is Your Next Adventure IP while continuing to highlight and build awareness of the Citi® / AAdvantage® partnership and brand ethos. We did this by re-engaging our original photographer talent, ensuring continuity in tone, quality, and audience connection. We also remained focused on our mission: to craft bespoke, travel-focused storytelling that aligns with Citi AAdvantage’s key objectives and positions the Citi® / AAdvantage® Platinum Select® card as the catalyst for fueling adventure.
To bring this to life, we created and distributed premium, highly engaging social, digital, and streaming content designed to inspire travel to international destinations like Tokyo that are also serviced by American Airlines. Through a series of Vertical Reels, Vertical Stories, Digital Articles, Photo Posts, :30 spots and more, we amplified the content and drove home Citi® / AAdvantage®’s core messaging across National Geographic’s extensive ecosystem and Disney’s streaming platforms. This multi-platform approach ensured maximum exposure, deeper engagement, and a seamless connection between the content, the card, and the aspiration of global travel.
