Visa’s ‘Road to Ruby’ campaign with Jennie encourages audiences to go further in travel

Singapore – Visa has rolled out a new campaign across the Asia-Pacific region featuring global artist Jennie, aiming to engage young travelers in Malaysia, Indonesia, Singapore, Japan and the Philippines. The initiative, titled ‘Road to Ruby’, encourages audiences to “Go further and #TravelLikeJennie” through a video released on Visa’s social media channels.

The campaign was launched without prior announcement and quickly drew significant online attention. According to the company, the video on its main social media account recorded more than 634,000 views and 66,000 likes within 20 hours of release. Fans also circulated the content widely, coinciding with the artist’s ongoing world tour, which has prompted international travel among followers.

Set to a song by the artist, the campaign video opens with a silhouette before transitioning into scenes reflecting the artist’s touring life. The voiceover states: “First light. Fast gates. Slow hours. Busy minds. Long nights. Every night. Sound check. Reality check. Bright lights. Loud silence. Breath pound.” It later continues: “Huge dreams. Fully alive. Every moment moves you closer to where you want to be.”

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The video ends with the lines: “Dream like [Artist]. Travel like [Artist]. Pay like [Artist].” Visa positions the message as an invitation for consumers to pursue their own journeys and ambitions.

Beyond social media, the campaign is also featured on Visa’s APAC websites, where users can access travel-related content and a dedicated page offering tips, offers and perks. The company said this integration is meant to connect the campaign’s themes with practical travel resources for Visa cardholders.

‘Road to Ruby’ is the latest in Visa’s ongoing collaboration with the artist, following the Ruby Experience Tour earlier this year. The campaign also ties into Visa’s broader global branding platform, which emphasizes personal progress. That platform includes the Typewriter film released in March, which follows a young woman using Visa transactions to pursue creative and professional ambitions.

Through ‘Road to Ruby’ and its other recent campaigns, Visa continues to combine travel, culture and personal development themes as part of its brand strategy across the region.