Samsonite recently added 2 new bags to the Casual category: The Paradiver and the Inventure II. To launch these 2 new lines, we just released a campaign titled “The bags that follow you everywhere“. The term “follow” is used ambiguously here: On one hand this refers to the new Samsonite strategy “By Your Side“: These bags aim at becoming your travelling companion in the most versatile travelling experiences. From river crossings to the urban jungle as you can see in these 4 visuals that will be used throughout the campaign.
On the other hand there’s the obvious link to social media which has an everyday presence in the lives of the Casual category’s target group: 25-30 year old dynamic travellers.
The campaign will start with POS material based on the visuals above and will be followed by social media in the fall so keep your eyes and ears open