Tumi have launched their fall 2013 campaign created by NYC-based creative agency YARD.
The campaign is the first time that Tumi has dedicated advertising dollars in the U.S. in years, and will include print, online, OOH, catalogue/direct mail, social channels and retail windows. Tumi hired renowned shoe designer and craftsman, George Esquivel, as the brand's new Creative Director, charged with the creative opportunity to further evolve the Tumi brand. This evolution will include creating new designs that consumers can come to love by marrying the technical innovations pioneered by Tumi with new leathers and materials. Fall is also the first season that has George's creative stamp.
The campaign resonates with Tumi's diverse, global audience – speaking to global citizens through the use of real individuals and their stories – and will establish a long-term brand platform that provides the foundation for Tumi to grow into a global, luxury brand.
Three Global Citizens were featured for fall: Alexandra Cousteau (Explorer), Paolo Ferrari (N. American Chairman & CEO of Pirelli Tires) and Amanda Sudano-Ramirez (Songwriter). Each was shot in authentic and beautiful portraits by photographer John Balsom, their interesting personalities aligned with Tumi's brand values.
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The campaign launched internationally and on Tumi.com on August 18, and will be followed by a NYC media blitz in October.