A 20-Day USA Road Trip Generated 46.7 Million Views Among Chinese Audiences

Social Media & Influencers Marketing

Travel decisions are mainly shaped by social media personalities, especially for Free and Independent Travelers (FITs). Millennials and Gen Zers are continuously looking for authentic travel experiences rather than traditional sight seeing.

To connect with this mainstream audience segment and key decision makers, BrandStory partnered with travel influencer Faye Chow to showcase a different side of the United States — one filled with adventure, discovery, and off-the-beaten-path experiences.

Supported by Delta Air Lines, the campaign centered around a 20-day road trip across the USA, designed to inspire independent travelers through immersive storytelling and real travel experiences. Rather than focusing on conventional tourist hotspots, the journey highlighted unique destinations including Seven Magic Mountains, Horseshoe Bend, and the legendary Area 51, offering audiences fresh travel inspiration beyond the typical USA itinerary.

To maximize reach and engagement, the road trip was produced as a travel series on leading digital television channel ViuTV, while Faye shared real-time updates and behind-the-scenes content across Facebook, Instagram, and Weibo. This multi-platform approach allowed audiences to follow the journey as it unfolded while engaging directly with the content through social media.

By combining authentic influencer storytelling, destination discovery, and cross-platform content distribution, BrandStory successfully connected with Chinese millennials seeking travel inspiration. The campaign showcased the USA as a destination rich with unique experiences and hidden gems, driving awareness and travel aspiration among the FIT market while delivering significant reach and engagement at scale.

The success of the campaign demonstrated the power of influencer-led destination marketing in inspiring modern travelers and transforming social content into meaningful travel consideration.

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