The campaign will run for two months and consist of print, broadcast, online and outdoor displays as well as point-of-sale executions at American Tourister retail stores and major department stores. It features icons from various destinations with the Cube Alfa shown in five colours — gun metal, red, lime green, blue and orange.
The company said the campaign reiterates its position as the ideal travel companion, with a tasteful blend of stylish, chic, functionality and durability for the youthful and fashionable.
"We not only want our consumers to experience the joy and excitement of re-discovering the world with American Tourister, but to do so with an adventurous spirit in confidence and magnificent style. The beauty and appeal of American Tourister is vividly captured in this new ad campaign — a combination of durability, comfort and style for the fashionable and spirited young," noted Frantz Braha, vice-president of Samsonite for Southeast Asia.
Print advertisements will run in The Straits Times and Today while TVCs will be aired on local and Starhub channels as well as Mio Stadium. The campaign also encompasses an outdoor advertising component with seven strategically placed pillar wraps at Orchard MRT.
In addition, it is also launching a 'The world is calling' Facebook campaign, with creative banner ads also planned to drive traffic to the page.
Credits:
Creative agency JWT Shanghai
Creative director Elvis Chau, Rojana Chuasakul
Copywriter Jun Qian
Art director Sandra Shen
Account servicing Sophia Ng, Michelle Xiao, Lily Zheng, Maggie Zhou
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