JD.com x Travel Sentry Campaign

JD.com x Travel Sentry collaborate for the Spring Festival 

Travel Sentry and JD.com, China’s largest retailer, have collaborated for the spring festival holiday, the lead-up to the Chinese New Year, by emphasizing to travelers that they should look for the Travel Sentry red diamond when buying luggage on the e-commerce giant’s site. 

Chinese New Year is a peak travel period and luggage makes an excellent and lasting gift. Our online campaign features across JD.com’s travel verticals – from travel and hotel booking to luggage and accessories e-commerce – for a month, with fourteen of our luggage partners included. 

The offline part of the campaign launched on 24 - 26 January, with a luggage-shaped pop-up at the globally renowned Harbin Ice and Snow World, located between the main stage and the iconic snowflake Ferris wheel. The offline collaboration continues at Daxing Airport in Beijing from 3 – 7 February. 

Visitors were invited every hour to participate in games to win prizes including padlocks and to check out new luggage from Samsonite, Xiaomi, ITO, Diplomat and NinetyGO.

On-site, KOLs broadcast the event to their followers, reinforcing the choose red diamond message. 

When night fell, guests looked up to the sky to enjoy a drone show, themed to mark the coming Year of the Horse. At the climax of the performance, Travel Sentry’s logo hung in the sky for over a minute on a drone-lit suitcase together with the message "Buy luggage on JD.com, choose Travel Sentry Red Diamond lock.”

Dong Huarong, Head of the Luggage, Watches & Accessories Business Department at JD.com's Big Fashion Group, said: "This collaboration marks the first partnership between JD.com and Travel Sentry. We are focusing on the emotionally resonant scenario of citizens returning home for the Spring Festival, creating a 360 marketing campaign that spans from scenario engagement and value communication to building brand trust.”

Clara Wooller, Travel Sentry’s CMO explained “This initiative aims to strengthen the Chinese consumer perception of 'choose Travel Sentry Red Diamond when buying your luggage' and booking travel, further solidifying Travel Sentry's reputation for quality in the luggage sector and travel more broadly."

Overall, why is our red diamond logo so important? It is a global safety standard that helps travelers pass through security smoothly and without damage at 750 airports in more than 75 countries. Wherever you're headed, keep an eye out for this red diamond—security is always free, and your luggage is safer because of it!