tru-frame campaign - Samsonite Australia

tru-frame campaign - Samsonite Australia

TRU-FRAME CAMPAIGN February/March 2016 CAMPAIGN OBJECTIVES OVERVIEW CREATE HIGH IMPACT & ENGAGE WITH THE CONSUMER TO POSITION SAMSONITE AS AN ASPIRA...

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TRU-FRAME CAMPAIGN February/March 2016

CAMPAIGN OBJECTIVES OVERVIEW CREATE HIGH IMPACT & ENGAGE WITH THE CONSUMER TO POSITION SAMSONITE AS AN ASPIRATIONAL, PREMIUM LIFESTYLE BRAND We have another brand new high impact and integrated campaign to showcase Samsonite as an aspirational and premium lifestyle brand. The hero of our campaign will be the new Tru-Frame case, a beautiful, fully-framed case with the added security of two integrated combination locks. This campaign will effectively reach our customers to ensure we drive awareness and demand for our travel products. Most importantly this campaign will drive traffic instores looking for Samsonite product and lifting sales.

MARKETING CALENDAR - first half 2016 activities JANUARY AIRPORT DOMINATION OUTDOOR BILLBOARDS VIRGIN INFLIGHT MAGAZINE QANTAS INFLIGHT MAGAZINE GRAND PRIX PROGRAM DPS TARGETED DIGITAL ADS

PR/INFLUENCERS BLOGGER CAMPAIGN FACEBOOK - COMMUNITY MANAGEMENT - TARGETED ADS INSTAGRAM - COMMUNITY MANAGEMENT - TARGETED ADS

FEBRUARY

MARCH

APRIL

22/02/16 - 20/03/16

22/02/16 - 20/03/16

01/03/16 - 31/03/16

01/02/16 - 28/02/16

24/02/16 - 31/03/16 22/02/16 - 20/03/16 ONGOING MARCH – APRIL

ONGOING ONGOING

ONGOING ONGOING

MAY

JUNE

CAPTURING AUDIENCES TO AND FROM THE AIRPORT

TARGETED DIGITAL ADS MOBILE & DESKTOP 22nd FEBRUARY - 20th MARCH

TARGETING PEOPLE WHEN THEY ARE RESEARCHING AND LOOKING FOR TRAVEL INSPIRATION National geo-targeting, reaching premium customers to drive brand awareness creating a desire for our innovative Tru-Frame collection.

LEARN MORE

PRINT BILLBOARDS MAJOR FREEWAYS

MELBOURNE 22nd FEBRUARY - 20th MARCH REACHING OVER 1.2 MILLION PEOPLE

HEYINGTON ST OVERPASS

REACHING OVER

REYNARD ST OVERPASS

1.8 MILLION PEOPLE

PRINT BILLBOARDS MAJOR FREEWAYS

MELBOURNE 22nd FEBRUARY - 20th MARCH

GIBDON ST OVERPASS

REACHING OVER 1.1 MILLION PEOPLE

DIGITAL BILLBOARDS

REACHING OVER 5 MILLION PEOPLE

IN AND AROUND THE AIRPORT

SYDNEY ELITE SCREENS 22nd FEBRUARY - 20th MARCH

All Traffic Entry Gantry

All Traffic Entry Landmark

General Holmes Drive - M5 Mwy Junction (inbound)

DIGITAL BILLBOARDS IN AND AROUND THE AIRPORT

REACHING OVER 5 MILLION PEOPLE

SYDNEY ELITE SCREENS 28th FEBRUARY - 20th MARCH

All Traffic Exit Gantry

All Traffic Exit & Qantas Drive Portrait

DIGITAL BILLBOARDS IN AND AROUND THE AIRPORT

MELBOURNE - AIRPORT DRIVE 22nd FEBRUARY - 20th MARCH This high impact site targets 100% of arriving passengers.

External Digital Billboard

AIRPORT DOMINATION SYDNEY, MELBOURNE AND BRISBANE QANTAS TERMINAL High impact large display targeting 100% of departing passengers

DEPARTURES & SECURITY CHECKPOINT, ANIMATED DIGITAL DISPLAY 22nd FEBRUARY - 20th MARCH, AM SESSION

REACHING OVER 3 MILLION PEOPLE

AIRPORT DOMINATION SYDNEY VIRGIN TERMINAL DEPARTURES AND SECURITY CHECKPOINT 22nd FEBRUARY - 6th MARCH High frequency of Samsonite message across multiple sites & ambient executions

600,000

REACHING OVER PEOPLE PER MONTH

Airport DOMINATION

QANTAS

SYDNEY DOMESTIC LIGHTBOXES AND DIGITAL BILLBOARDS 22nd FEBRUARY - 20th MARCH High frequency of Samsonite message across multiple sites & ambient executions

VIRGIN

Lightbox - Departures & Arrivals Concourse

Departures & Security Lightbox – Virgin Lounge

Lightbox - Departures & Arrivals Concourse Virgin Arrivals Lightbox

Lightbox - Departures & Arrivals Concourse

Airport DOMINATION MELBOURNE QANTAS TERMINAL

LIGHTBOXES AND DIGITAL BILLBOARDS 22nd FEBRUARY - 20th MARCH

Lightbox - Departures

Lightbox - Departures

Lightbox - Departures

Airport DOMINATION BRISBANE AIRPORT

DIGITAL SCREENS

22nd FEBRUARY - 20th MARCH 17 screens distributed through Departures, Food Court, Arrivals and Baggage. • •

Brisbane Airport is Australia’s third busiest airport Reaching over 500,000 passengers per month through the Virgin Domestic Terminal

Airport DOMINATION SYDNEY QANTAS Terminal

REACHING OVER

1.5 MILLION PEOPLE

HANGING BANNERS & SPONSORSHIP WRAP

22nd FEBRUARY - 20th MARCH Sponsorship zone within arrivals and departures area within Sydney Airport. We have 3 large format hanging banners, complete with a logo wrap around the whole area.

AIRPORT DOMINATION SYDNEY, MELBOURNE & BRISBANE QANTAS TERMINALS

REACHING 100% OF ARRIVING PASSENGERS 22nd FEBRUARY - 20th MARCH

VIRGIN AUSTRALIA

REACHING OVER

INFLIGHT MAGAZINE SPECIAL FEATURE

495,000 PEOPLE

VIRGIN INFLIGHT MAGAZINE, MARCH EDITION 4 PAGE FEATURE, INCLUDING DIECUT CASE AND CARD STOCK We have an exclusive 4 page insert with a flip-up reveal within the Virgin Voyeur inflight magazine. This unique advertisement features a diecut tru-frame case, which can not be missed, it is printed on a thick card stock for an instant flick-to. The insert will position Samsonite as an aspirational and lifestyle brand, as well as highlight the new premium suitcase, Tru-Frame. It will include editorial on the luxurious location of the Tru-Frame photoshoot, as well as a detailed product overview on the last page highlighting the unique features of Tru-Frame.

Whether you’re heading to European beaches or Australian capital cities, take Samsonite TRU-FRAME on your next escape. It’s not too difficult to imagine yourself lounging on one of these reclining day beds – the sun shining and the sea breeze drifting off Portuguese’s Costa da Caparica. After all, with nearly 30 kilometres of calm waters and golden sandy beaches, it’s the perfect scene of lazy afternoons and relaxing holiday getaways. An easy day-trip from the capital of Lisbon, the Costa da Caparica has long been an

exciting destination for sun-seekers. By day they frolic along its pretty Atlantic coastline or explore its interesting markets. At night it’s thriving with beach-side restaurants, cafes and bars. For this reason it’s the perfect backdrop for Samsonite’s TRU-FRAME campaign – equally eye-catching and versatile for the discerning traveller.

Introducing TRU-FRAME – an exciting new collection of hard-shell luggage, where design innovation and modern technology meet. Bring the future to your travel, today. TRU-FRAME Spinners represent the ultimate in forward-thinking travel. With cyber-inspired good looks, eye-catching colours and state-of-the-art features including extra security, TRU-FRAME luggge is innovatively designed for easy and safe exploration. Made with an ultra-slim aluminium frame and a tough reinforced polycarbonate shell, TRU-FRAME Spinners are carefully designed to minimise weight, maximise manoeuvrability and optimise volume. TRU-FRAME also heralds a new era in security. Each bag is designed with a built-in ID tag and two TSA combination locks for extra protection. Inside, both the top and bottom shells have cross ribbons to secure belongings in place and every model comes with a complimentary hanger. For easier packing, the top shell also has extra pockets for small items and toiletries.

Available in Matt Graphite, Matt Silver & Aqua Blue (limited edition) With colours echoing the beaches of Costa da Caparica, the TRU-FRAME Spinners come in three sizes. The 55CM Spinner – 55cm x 37.5cm x 24cm; 32-litre; 3.4 kilograms. The 68CM Spinner – 68cm x 45cm x 29cm; 60-litres; 4.2 kilograms. The 76CM Spinner – 76cm x 51cm x 31cm; 85-litres; 5 kilograms. For your nearest stockist, call 1800 331 690 or visit www.samsonite.com.au

QANTAS MAGAZINE INFLIGHT MAGAZINE FULL PAGE

QANTAS INFLIGHT MAGAZINE, FEBRUARY EDITION FULL PAGE We have a RHS full page ad in the first third of the magazine, opposite Q news.

2.3 MILLION PASSENGERS PER MONTH 447,000 READERS AVERAGE AGE 47

GRAND PRIX PROGRAM AD & SOCIAL COMP

AUSTRALIAN GRAND PRIX SOUVENIR PROGRAM - ON SALE 24th FEBRUARY SOCIAL MEDIA COMPETITION ON INSTAGRAM TO WIN TICKETS TO THE GRAND PRIX We have a double page spread in the Grand Prix Program, featuring the beautiful Tru-Frame case, which is ‘engineered for travel’. To coincide with this we are running a social competition on our Instagram page, and will be giving away tickets to the event.

ENGINEERED FOR TRAVEL As the WORLD CHAMPION OF LUGGAGE, we here at Samsonite are proud to introduce our latest collection, TRU-FRAME, where design innovation and modern technology meet. Its EXTERIOR represents the ultimate in forward thinking, with an ultra-slim aluminium frame on a tough, reinforced polycarbonate shell and a boxy silhouette that optimises volume. Just as importantly, Tru-Frame also heralds a new era in SECURITY. Each bag is designed with a built in ID tag as well as double-lock closures: two TSA combination locks that provide extra protection. And then we move to the INTERIOR. Both the top and bottom shells have cross ribbons to secure belongings in place, and the two larger sizes come with a complimentary hanger. The top shell has an extra pocket divided into mesh and PVC sections, providing ample storage for small items and toiletries.

Available in the following sizes: 55cm / 68cm / 76cm Spinners Colours: Matt Graphite, Matt Silver and limited edition Aqua Blue

For your nearest stockist, call 1800 331 690 or visit www.samsonite.com.au

! N I W

BLOGGER CAMPAIGN INSTAGRAM, facebook, blog, youtube BLOGGER CAMPAIGN WITH WORLD OF WANDERLUST MARCH - APRIL We are excited to be partnering with Brooke Saward, blogger and influencer from the World of Wanderlust, who will be featuring Tru-Frame on her platforms through the months of March and April, as she travels through the Maldives, Japan, Switzerland, Italy and France. The worldofwanderlust.com is the world’s most subscribed-to travel blog, with 500,000 unique visitors per month. She also has high numbers of followers on her social handles: Facebook @WorldOfWanderlust 290,000 fans Instagram @worldwanderlust 378,000 fans Twitter @worldofwlust 22,700 fans The World of Wanderlust’s content is aspirational, premium, and travel-inspired, and lines up perfectly with the objective of the Tru-Frame campaign and the audience we want to target. As part of the campaign Samsonite will feature in Instagram photos, a blog post, a hosted giveaway on one of World of Wanderlust’s social handles, a YouTube video with link to product, and images for our own marketing use.

POINT OF SALE mATERIAL INSTORE SOLUTIONS

SMALL & LARGE FORMAT OPTIONS TARGETING CUSTOMERS AT POINT OF PURCHASE Make that first impression instore with impactful displays!

PULL UP BANNERS

DIE CUT COUNTER CARDS & LUGGAGE SLEEVES Minimal space? Use counter cards & luggage sleeves to make a big statement!

The Tru-Frame pull-up banners allow you to showcase the lifestyle aspect of the Samsonite brand through our new creative, available in both small and large size options.

CUSTOM SOLUTIONS We will be happy to create custom designs to suit individual retailers.

PUBLIC RELATIONS TARGETED MEDIA

PRESS RELEASES // PRODUCT PLACEMENT // CORPORATE & COMPANY PROFILING // INFLUENCERS

REACHING AN AUDIENCE OF 22 MILLION ANNUALLY

STAY CONNECTED GET SOCIAL

FIND US ON FACEBOOK, TWITTER & INSTAGRAM VISIT OUR WEBSITE & BLOG FACEBOOK: facebook.com/SamsoniteAustraliaNZ TWITTER: @Samsonite_AU www.samsonite.com.au

samsonite.com.au

INSTAGRAM: @Samsonite_AU