JETOUR Launches Global Micro-Film Initiative to Redefine Brand Storytelling in the Auto Industry

Core Perspective - JETOUR's initiative "Life's a Journey" aims to redefine brand storytelling in the automotive industry by focusing on the emotional aspects of travel rather than technical specifications [3][5][13] Group 1: Brand Strategy and Evolution - "Travel+" has been JETOUR's strategic direction for eight years, evolving from a functional concept to a broader cultural expression, contributing to over 2.15 million cumulative sales [4][13] - The "Life's a Journey" project is a natural extension of the "Travel+" concept, emphasizing movement and lifestyle [4][8] Group 2: Storytelling and User Engagement - The initiative features filmmakers exploring universal themes like love and self-discovery, positioning the vehicle as a companion rather than the focal point [5][10] - The short film "First Encounter" exemplifies this approach, receiving multiple awards and recognition, which highlights the project's cinematic quality and brand values [7][8] Group 3: Community and Co-Creation - High-quality storytelling has led to organic user participation on social media platforms, with users sharing their own journey stories inspired by the films [9][12] - JETOUR's shift from a traditional commercial framework to a model that places users at the center of the narrative transforms the brand-user relationship, fostering a dynamic, globally-shared community [10][14]