American Tourister unveils latest campaign promoting brand promise

21 Mar,2016

By A Correspondent


American Tourister has unveiled a new campaign that proposes the idea of observing and seeing one’s own city and surrounding better. With an aim to communicate backpacks as a feature in the everyday life of individuals, it was the right space to explore. The communication not only caters to the audience with a new and exciting thought, but also engages with them at varied touch points.


Pallavi Chakravarti

Speaking about the campaign, Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said, “Exploration is at the heart of all American Tourister communication. But while exploring comes easy when you pack your suitcase and leave town, a backpack is an everyday accessory. It’s what you carry everywhere on a regular day, be it to work, to the movies or to college. So our campaign blends the brand DNA and the product offering through an interesting proposition – Why not live the tourist life every day, armed with your American Tourister backpack?”


The ad campaign has been shot in Queensland, Australia, in keeping with the international image and pedigree of American Tourister. More importantly, the locations were carefully selected to fulfill one criterion – each location perfectly showcased both, everyday city life and tourist-like settings. Additionally, care was taken to keep the location as neutral as possible – the philosophy of living every day like a tourist can be adopted by anyone, in any city or country, irrespective of geography. Thus the company zeroed in on spaces that could potentially belong to any busy city, anywhere in the world.


Anushree Tainwalla

Anushree Tainwalla, ED, Marketing – Samsonite said, “Backpacks are one of the fastest growing categories in India. Today, young professionals, college youth and students all use backpacks. While driving your bike or surfing on your smart phone, backpacks allow for a hands free experience. American Tourister is one of the biggest players in this category. The category already contributes to 15-20 per cent of our sales. With this campaign we want to remind our consumers that American Tourister is not just your travel companion but also your constant companion in your everyday journey.”


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