Visa wants you to travel like Jennie, in latest 'Road to Ruby' campaign

Visa has dropped its latest campaign starring BLACKPINK's Jennie Kim, sending fans and Blinks across the APAC region into a frenzy. Released yesterday without warning, the video tells viewers: “Some journeys don’t look for the spotlight — they bring it with them. Go further and #TravelLikeJennie.” The clip went live across Visa’s Instagram accounts in Indonesia, Malaysia, Singapore, Hong Kong, Korea, Japan, and the Asia Pacific region, as well as on @genvisa’s TikTok page.

The timing is no coincidence. With BLACKPINK's ongoing DEADLINE world tour already covering Kaohsiung, Bangkok, and Jakarta, and upcoming stops in the Philippines, Singapore, Tokyo, and Hong Kong, fans are gearing up for international travel to catch the group live. Visa’s release taps into this excitement, with fan pages sharing the video widely, amplifying the brand’s reach among the fandom.

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The video has performed strongly so far. On Visa Korea’s account alone, it has racked up over 634,000 views and 66,000 likes within 20 hours of posting. Fans praised Jennie’s stunning visuals, and some speculated about a potential “Ruby Experience” tour extension across the APAC region.

The campaign video, set to Jennie’s own song like JENNIE, opens with a silhouette and the words “Visa presents JENNIE Road to Ruby.” It follows the star through scenes of travel, reflecting on the highs and lows of life on tour: “First light. Fast gates. Slow hours. Busy minds. Long nights. Every night. Sound check. Reality check. Bright lights. Loud silence. Breath pound.” The narrative then transitions to clips of Jennie performing on stage, with her voiceover reflecting on ambition and perseverance: “Huge dreams. Fully alive. Every moment moves you closer to where you want to be.”

The spot closes with a clever nod to her song lyrics: “Dream like Jennie. Travel like Jennie. Pay like Jennie.” Beyond social media, the campaign has also featured prominently on Visa’s APAC homepages. Clicking “Start travelling like Jennie” directs users to a travel support page, where the video is replayed alongside tips, offers, and perks for customers using Visa on their journeys.

MARKETING-INTERACTIVE has reached out to Visa for further information.

This campaign builds on Visa’s ongoing collaboration with Jennie. Earlier this year, the partnership launched with the Ruby Experience Tour, which culminated in the one-off concert VISA LIVE: JENNIE IN PARIS at Zénith Paris – La Villette on 21 March. With "Road to Ruby", Visa continues to merge pop culture with travel inspiration, encouraging fans to embrace ambition and adventure in true Jennie style.

The "Road to Ruby" campaign video, which closes off with the line "Everywhere you want to be", follows Visa's newly launched global brand campaign in March which reimagined its iconic tagline for a new generation. The film, titled Typewriter, aimed to embody Visa's philosophy that progress is more than just the destination.

The one-minute film followed the story of a young woman as she uses each Visa transaction to unlock her potential. The woman stumbles upon a typewriter in a shop window and begins exploring possible career paths based on her Visa purchases, whether it is becoming a screenwriter, a chef, an entrepreneur, or a travel writer. After a quick showcase of the endless possibilities, the woman then purchases the typewriter with her Visa card.

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