Built as an extension of the prestigious Travel + Leisure “Destination of the Year” franchise, this 360-program leveraged a strategic mix of tactics designed to maximize reach and deepen engagement among high-intent travelers and potential cardholders.
Custom social videos were shot on location in Brazil and distributed across Instagram, YouTube, and TikTok to meet audiences right where they are dreaming, planning, or booking their next vacation.
Led by travel influencer and cardholder Oneika Raymond (@oneikaraymond), these videos 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.
A high-impact gatefold in the “Destination of the Year” Travel + Leisure print issue was paired with our videos for a tactile experience.
The campaign culminated in an exclusive “Destination of the Year” celebration, 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.
