JETOUR expands Travel+ strategy into a global travel ecosystem

JETOUR used World Tourism Day to launch a global Travel Season built around its Travel+ strategy and Travel Your Way content IP. The campaign links brand storytelling, local community activity and industry partnerships as the automaker pushes for differentiated growth beyond vehicle products.

Why it matters: - JETOUR is trying to compete on brand value and lifestyle relevance, not just on vehicle features. - The company is using travel culture, user communities and industry partnerships to build a broader ecosystem around its global business. - JETOUR says the approach is intended to create a differentiated growth path for international automotive brands.

What happened: - JETOUR launched its annual global brand campaign, the JETOUR Travel Season, around World Tourism Day in September. - The campaign carries the call to action “Travel with JETOUR.” - The effort centers on the company’s Travel+ strategy and the Travel Your Way content IP. - JETOUR framed the launch as a global rollout that connects cultural content with travel ecosystem practices in multiple regions.

The details: - The fourth season of Travel Your Way spans nine countries across four regions: Asia-Pacific, Latin America, Europe and Australia-New Zealand. - The content series combines local human stories, ecological protection themes and everyday life experiences. - JETOUR says the campaign broadens the idea of “wonderful” travel from scenery to culture and emotional connection. - The season was built through co-creation with global travelers. - Local travel creators contributed first-hand experiences through on-location filming. - JETOUR also opened a global call for travel stories so audiences could move from viewers to participants. - In Malaysia, JETOUR linked the campaign to the Sarong Music Run. - The company signed a three-year partnership with the event’s official organizers. - JETOUR used a 100-car owner parade and Travel Ambassador recognition to connect travel culture with ecological protection and daily community mobility. - In the Middle East, JETOUR partnered with Condé Nast Traveller. - The company said the partnership brought together nearly 200 tourism-industry executives to discuss trends and inform future products and services. - JETOUR described the partnership as a way to deepen the Travel Your Way IP within the travel industry. - JETOUR said the G700 flagship supports extreme off-road travel across all terrain types. - The T series is positioned for both urban driving and outdoor use cases. - JETOUR said the product line supports its product-culture-ecosystem strategy. - JETOUR International general manager Ke Chuandeng said the company plans to create a Travel Season every year around World Tourism Day. - Ke said JETOUR will coordinate global users and industry partners to build an annual travel-culture event. - JETOUR says it has entered more than 100 countries and regions. - The company says it has reached more than 2.56 million users. - More information is available at the company’s website.

Between the lines: - JETOUR is treating travel as a brand platform that can connect product development, community building and media partnerships. - The strategy suggests the company wants to create loyalty through shared identity and experiences, not only through pricing or specifications. - The use of local events and regional partners points to a market-by-market approach rather than a single global campaign template.

What's next: - JETOUR says it will repeat the Travel Season every year around World Tourism Day. - The company plans to keep expanding the Travel+ strategy with travelers and industry partners worldwide. - JETOUR said it will continue building out the Travel+ ecosystem as it looks for further growth abroad.