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Samsonite targets Singapore’s business travelers with new campaign

Samsonite Singapore, in partnership with DDB, has launched a new campaign that puts a fun yet stylish spin on the new evolutionary luggage line EVOA. The 360 campaign aims to capture the attention of the City State’s savvy business travellers by highlighting the product’s unique mix of modern, minimalist design alongside its cutting-edge technology.

Available in beautiful brushed black and brushed silver styles, the campaign showcases EVOA as a classic combination of strength and style. “We are very excited to create a campaign that takes on a bold new direction that is visually refreshing yet relevant to the consumer’s travel experience. With Samsonite already a recognised leader globally, it is fitting that they are the ones to push the envelope,” said Melvin Kuek, Managing Director at DDB Group Singapore.

Based on research conducted through the exclusive Smoother Journeys Study, consumers ranked travel as one of the most emotional experiences, especially so for the business traveller who needs to be frequently on the move.

“The Samsonite EVOA collection allows business travellers to travel in style without compromising on the functionality of their luggage and bags. The EVOA is a nod to modern minimalist aesthetics, while featuring Samsonite’s signature durability and innovative Aero-Trac™ suspension wheel technology. It is the absolute epitome of form and function,” added Satish Peerubandi, General Manager – Samsonite Singapore, Malaysia, Philippines & IndoChina.

The brand campaign, which will run from August 6 to 26, will feature stunning outdoor lightboxes to add sparkle along the Marina Bay Financial Centre link way, interesting mobile and online adverts together with YouTube marketing to disrupt the digital space.