Samsonite means business in targeting switch

Luggage brand Samsonite is targeting business travellers in a change to its marketing strategy.

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As part of an integrated campaign that expands beyond traditional travel goods, the company has created a dedicated micro-site for its business Pro-DL3 range, linked to e-commerce sites run by John Lewis, House of Fraser and Selfridges.

Lisa Jermy, marketing manager of Samsonite UK and Ireland, says: “We’re hoping the campaign – as part of a new strategy – will act as a catalyst; pointing consumers to investigate our other business travel ranges.”

Samsonite is celebrating its 100th anniversary this year and is looking to innovation to sustain its brand positioning. As part of this, a digitally animated ad is running on the London Underground and Heathrow Express to reach business commuters. The campaign is also running in Currys, Dixons and PC World.

Visitors to the micro-site can use a store locator to find a retail outlet stocking the new range, or click through to a partner e-commerce site. Although the company offers direct selling of its range, there is no indication that the brand plans to capture data on business prospects to drive future marketing activity.

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