Global travel brand Samsonite has launched a major out-of-home campaign across Australia, with spending 50% more than any past campaign.
Digital content will be shared across more than 550 screens across Melbourne, Sydney and Brisbane, including over 200 airport and lounge screens, over 200 major shopping centre screens, and over 50 supersize digital billboards.
It will also include a 3D billboard in Melbourne CBD, overlooking Bourke Street and Lonsdale Street, as well as a 3D wrap tram screen.
The campaign, called ‘Seriously Tough’, launched on September 18 and features Samsonite’s C-Lite collection ‘falling from the sky’.
Samsonite vice president Ari Priester said the most intensive part of the campaign runs for seven weeks, designed to capture consumers across multiple touchpoints and reinforcing the campaign message.
Certain elements will then continue to run over two months after the initial phase.
“As our business has rebounded very strongly, Samsonite as a company is once again investing heavily in brand marketing throughout the world,” Priester said. “This is consistent with this latest Samsonite C-Lite campaign with an investment over 50% greater than any campaign we have run in the past.
“Knowing we have an amazingly lightweight and innovatively strong product – the C-Lite collection – we needed to understand the travel requirements and stresses of the Australian consumer with market research.
“From there we worked with our global office to create a campaign filmed in the USA, that speaks to our consumers, and re-enforces the key strengths of durability that Samsonite has been known for and the global market leader for over 113 years.”