American Tourister recently announced the launch of its exciting new
integrated marketing campaign. With the tagline, “The World Is
Calling”, the new campaign features icons from various destinations
and American Tourister’s fresh collection of luggage, the Cube Alfa,
available in five vibrant colours – gun metal and red and special
edition colours, lime green, blue and orange. The dynamic campaign
reiterates American Tourister’s positioning as the ideal travel
companion, with a tasteful blend of stylish chic, functionality and
durability for the youthful and fashionable.
Comprising print, broadcast, online and outdoor displays as well as
POS executions in American Tourister retail stores and major
departmental stores, the 2-month long advertising campaign kicked off
recently. Print advertisements are running in both The Straits Times
and TODAY, while TVCs are on Channels 5 and 8, Starhub channels (AXN,
Travel & Living Channel, Discovery, Starworld, Diva Universal and
E-City) as well as mioStadium. The campaign also encompasses an
outdoor advertising component with seven strategically placed pillar
wraps at Orchard MRT.
To further increase the awareness of the brand amongst young
fashionable globetrotters, it launched “The World Is Calling” Facebook
Campaign. For ten weeks, fans of American Tourister’s Facebook page
stand to win a holiday to ten different destinations in Asia.
This contest sees Carl Jones, a small town boy from Goose Lake, Iowa,
embarking on an adventure of a lifetime to see the world. Having never
left Goose Lake ever, Carl picks Asia as his first stop.
Unfortunately, he keeps losing his luggage. From Kota Kinabalu to
Cebu, Carl just cannot seem to stay with his bags.
Fans can log in each week on Fridays at lunchtime, beginning 6th May
2011, and suggest ways for Carl to locate his lost bags, based on
clues provided, to win a holiday to an exotic destination, inclusive
of a pair of flight tickets, accommodation and American Tourister
luggage. Winners will be announced via American Tourister’s Facebook
page on Tuesdays!
Creative banner ads on Facebook drive traffic to American Tourister’s