Travel Sentry's Summer China Campaign

Travel Sentry's Summer China Campaign 2025

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Celebrating Travel Sentry in China

China is one of the world’s most dynamic travel markets and a core focus for Travel Sentry. With 97% of Chinese travelers planning a leisure trip in the next year, 87% looking abroad and 65% intending to spend more, summer is the perfect time for marketers and advertisers to connect with them. Our campaign delivers a retail moment in peak travel season. 

Partnering with Tmall for Impact

Through our long-standing partnership with Tmall, China’s leading e-commerce platform, Travel Sentry sponsors the Super Category Day for luggage.

This year marked our third consecutive year as sponsor and the results spoke for themselves. Together with leading luggage brands, the Summer China Campaign achieved strong brand awareness, driving sales and visibility while positioning Travel Sentry licensees as leaders in innovation and security.

For Travel Sentry licensees in China, the campaign extends far beyond locks. It is about building brand awareness, creating opportunities for brand recognition and strengthening brand loyalty in one of the most influential travel markets. By taking part, our partners amplify their products and services in a way that helps them reach new customers and increases brand awareness long term.

Key Highlights

• 17 luggage brands participated in the campaign - a new record.
• 17 Key Opinion Leaders (KOLs) participated, with a combined following of 31.6 million, including 21.4 million from on-site KOLs.
• 14 major media outlets provided coverage.
• 130 attendees joined, including journalists, influencers and partners.
• 127 pieces of luggage were presented, showcasing innovation and design.
• 48 models featured in the runway show.

An Experience Like No Other

In August 2025, the campaign came alive in Yangshuo, Guilin, beginning with a sunrise hot air balloon flight over the karst mountains. The spectacle set the tone for a day of celebration and storytelling.

At the Yingman Hotel, influencers and creators produced branded content against a backdrop of hot air balloons, open skies, green lawn and even wandering deer. Real-time livestreams amplified the moment, extending brand awareness and brand recognition to millions of followers.

As evening fell, the atmosphere shifted to high fashion with a runway show featuring 48 models and 130 luggage designs. Fireworks and a starlit barbecue closed the day, leaving a lasting impression on both participants and audiences.

Why Licensees Benefit

For Travel Sentry licensees, the Summer China Campaign delivers tangible advantages:

• Advertising and exposure at scale that expands reach and increases brand awareness.
• Marketing strategies that connect products and services with consumers in fresh, impactful ways.
• Content creation and influencer partnerships, tapping engaged audiences across multiple channels.
• Important metrics that allow partners to measure brand awareness, track ROI and build on success.
• Long-term growth opportunities that reinforce Travel Sentry as a positive brand associated with safety, trust and style.

The 2025 Summer China Campaign was more than an event - it was proof that Travel Sentry’s marketing strategies generate high brand awareness for licensees while inspiring travelers. By aligning with cultural moments and travel trends, we demonstrate how Travel Sentry helps brands rise above the competition. For our partners, it is not just about locks; it is about being part of global brand awareness strategies that connect products and services with millions of travelers.