Visa’s ‘Road to Ruby’ With Jennie Turns K-Pop Tour Hype Into Travel Campaign
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Key Facts
- Visa debuts ‘Road to Ruby’ starring BLACKPINK’s Jennie Kim across APAC
- Tagline urges fans to #TravelLikeJennie as the DEADLINE world tour continues
- Film runs on regional Instagram accounts, Visa APAC pages and @genvisa on TikTok
- Click-through leads to a travel hub with tips, offers and Visa card perks
Visa is tapping straight into K-pop travel energy with ‘Road to Ruby’, a new campaign fronted by BLACKPINK’s Jennie Kim and aimed at fans criss-crossing Asia Pacific to see her live. Launched without teasers, the spot tells viewers that some journeys “bring the spotlight with them” and invites them to #TravelLikeJennie as her DEADLINE world tour hits cities including Singapore, Tokyo and Hong Kong.
Set to Jennie’s own track and styled like a tour diary, the film cuts between quiet travel moments, backstage routine and full-throttle stage performances. The final beat links lifestyle and payments in one line, encouraging audiences to dream, travel and pay “like Jennie” while positioning Visa as the companion that moves with them from booking to arena entry.
Beyond social feeds, the creative anchors a dedicated “travel like Jennie” section on Visa’s APAC sites, where the video sits alongside destination tips, card benefits and limited-time offers. The push builds on earlier work including the Ruby Experience Tour and VISA LIVE: JENNIE IN PARIS, using Jennie’s fandom to turn Visa’s refreshed “Everywhere you want to be” promise into something fans can literally book, board and tap into.
