Nissan Ultimate Road Trip

Overview

Nissan partnered with Black Enterprise to execute the Ultimate Roadtrip, a culturally resonant digital campaign designed to rebuild the Pathfinder’s reputation and expand its appeal beyond value-seeking consumers. The campaign’s core objectives were to:

• Reestablish the Pathfinder SUV as a rugged, capable, and versatile vehicle.
• Cultivate deeper engagement with the African American audience.
• Inspire road trip adventures that connect with heritage, family, and the outdoors.

Content Strategy

Our editorial team crafted a compelling narrative that positioned the Pathfinder as the perfect vehicle for meaningful exploration. Through a branded article series, we showcased:

• Black History Trails: Driving routes through historical landmarks of African American legacy.
• Black Hikers Week: Spotlighting Black explorers and outdoor influencers.
• Staycations and Roadside Discoveries: Family-friendly destinations accessible by car.

Each piece was part of a serialized content journey that encouraged readers to “unleash their inner adventurer”, blending utility, culture, and travel.

My Role: Digital Experience & Activation

I led the design and development of the campaign’s central digital hub—a custom landing page that served as the storytelling anchor for the campaign.

My contributions included:

• Designing a visually immersive landing page that housed all episodes/articles in an easy-to-navigate format.
• Integrating rich media banner advertising from Nissan to maximize brand visibility across the page.
• Driving content discovery via:

• • Homepage takeovers on BlackEnterprise.com.

  • Targeted social media content drivers across Facebook, Instagram, and X (formerly Twitter).

This holistic digital experience ensured seamless access to campaign content while aligning visually and tonally with Nissan’s Pathfinder branding.

Results

The Ultimate Roadtrip campaign successfully delivered on its strategic goals by:

• Elevating the Pathfinder’s brand perception among a new audience segment.
• Generating high engagement through culturally relevant content.
• Creating a measurable lift in awareness and interest within the African American community.