Samsonite®, the world's leading luggage brand is launching a pan-European campaign today that will showcase their new communications strategy and fresh tagline: Samsonite 'By Your Side’. The new campaign, created by Saatchi & Saatchi Brussels is the first creative output of the Agency’s collaboration with Samsonite, following their appointment to the Pan-European account in September 2011.
Famous for innovative product features and dependable reliability, the well- known Samsonite brand will be taking an exciting step forward with a renewed focus on the true emotional value of travel. When chasing destinies and souvenirs around the world, Samsonite is always by your side with durable, lightweight, revolutionary luggage, business cases and accessories, enabling global travellers to create precious memories while holding onto and caring for the things that matter to them.
The tagline will be officially launched with the first advertising campaign - "Arrivals" - which depicts the magic and emotion of travelling. A tribute to coming home, the advert follows travellers on their journeys through airports across the world, seen through the eyes of their luggage. It consists of a TV and a print ad, which will also be extended to points of sale and online.
“With this new communication approach, we really wanted to tap into the emotional side of travel. Saatchi & Saatchi was able to capture these emotions based on the Arrivals "insight". Then, we gave them the challenge to illustrate beautifully the Samsonite products benefits together with travellers' happiness. And they made it happen!” said Edouard Wattel - Director Communications, Samsonite Europe.
“We are proud that we have managed to show a new face of the world's largest luggage brand, while capitalizing on its history” added Matthieu De Winter - Managing Partner of Saatchi & Saatchi Brussels.
The first TVC will launch on 2 April in Scandinavia with a further roll-out across European markets to follow, including France, Italy, Germany, Switzerland, Belgium and Spain.
Client: Samsonite Europe
Title of Execution/Campaign: Arrivals
Saatchi & Saatchi Office: Brussels
Creative Director: Jan Teulingkx, Alexander Cha’ban
Art Director: Stijn Klaver
Copywriter: Stijn Klaver & Avinash Sampath
Account Team: Jonathan Moerkens, Lara Gavina
Date of First Appearance: 2nd April for the Scandinavian campaign
Other Credits (optional):
Production company: Czar
TV producer: Paul Van Wijck
Director: Lieven Van Baelen