Samsonite launches online campaign

Samsonite, the luggage brand, is launching an online advertising campaign to celebrate its 100th year and promote its quality positioning.

The campaign focuses on Samsonite’s Cosmolite suitcase range.

In a bid to demonstrate the luggage range’s strength and lightweight qualities, the animated ads depict the cases in place of hockey sticks in a hockey match.

The campaign launches today and will run across Yahoo, Guardian.co.uk, FT.co.uk, Telegraph.co.uk and Sky online.

The campaign links directly to landing pages on John Lewis, House of Fraser and Selfridges.

Lisa Jeremy, Samsonite UK marketing manager, says: The ad campaign seeks to target premium travellers and coincides with the key luggage season.”

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The agency has completely gone off-piste… Are these the same guys that weeks earlier appeared to be surefire winners?

Marketing Week

I have just returned from a meeting with our design agency. We recently appointed it after a pitch process to revamp one of our most established brands. I am not sure that there is anything fundamentally wrong with the positioning of the brand, but the packaging looks a little outdated and is in need of some tender loving care to restore it to former glories.

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