In 2022, Samsonite challenged us to launch an integrated brand campaign that told the story of summer travel and increased brand consideration (and ultimately brand love) during the biggest selling period of the year: summer travel season.

To start, we uncovered meaningful insights that would speak to our audience: first, coming off a long period of constraints and limitations, travelers in summer of 2022 wouldn’t be looking for a single big trip to take – but instead, maximizing the whole season with numerous trips and adventures. Second, despite their desire to travel well and often, only about half of all Americans take advantage of all of their PTO.

So, we create a campaign that positioned Samsonite as the voice that would connect these two insights into a single empowering message…

Take What’s Yours encourages audiences to wring the most out of their summer by using every Summer Friday, three-day weekend and day of paid time off to get out there and experience the world again.

To tell this story, we collaborated with our internal media team to generate a thoughtful conversion-driven strategy, that prioritized video communications  across paid, owned and earned media, primarily within digital and social channels.

Then, we produced numerous video and still image assets that would be featured within a visual mechanic that perfectly articulated the idea behind our campaign - the one thing that every day off work begins with - the out-of-office automated email.

Last, but not least, we collaborated with Samsonite to help built an OOO email generator on TikTok to help audiences compose the perfect message for their summer getaways.

Results