Leading luggage brand Samsonite has announced its “Enjoy Every Second” 2013 advertising campaign following last year’s highly acclaimed “Arrivals” campaign.
The 2013 campaign, part of the “Samsonite By Your Side” strategy, aims to inspire and celebrate travel, and will be seen all over Europe.
The 90-second edit of the TV commercial can be seen at http://youtu.be/CRD7B7K_CBQ (also see video link at the bottom of this story.
Whereas last year’s campaign focused on the emotions people show at airport Arrivals halls, the 2013 campaign is about the experience, excitement and surprises of travelling itself, the company said.
As part of “Enjoy Every Second”, travellers are followed on their journeys around the world. The campaign focuses on the moment when travellers realise that they are outside their comfort zone and in unfamiliar territory, full of surprising sights, sounds and smells, the firm said.
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The Firelite range featured in Samsonite’s 2013 campaign targets dynamic young travellers |
Cosmolite, Firelite and Cubelite cases featuring Curv technology
The campaign features moments such as trying new foods, seeing a man riding a bicycle with a goat on his back, watching a man cleaning a cow in a car wash, and seeing wolves running through a city street at midnight.
The travellers are able to enjoy these moments, despite any luggage mishaps along the way, because Samsonite is there to take care of their belongings, the company added.
The travellers carry suitcases from the Samsonite Curv collection, made with Curv material which is said to combine lightness and strength. Samsonite has been granted the exclusive right to use Curv material in the luggage market and owns a patented production process for manufacturing luggage made from this material.
The Samsonite Curv collection is designed to appeal to the broadest spectrum of travellers. The style of the Cosmolite collection belies its strength and is designed to attract young, fashion-conscious women and men, according to the firm.
The strong style of the Firelite range targets “dynamic young travellers”, it said. Boasting a classic design, the Cubelite range is aimed at business travellers who want quality and organisational features in their luggage.
The “Enjoy Every Second” campaign consists of a TV commercial of three different lengths featuring the entire Curv collection, and 20 second versions for each of the featured products. The commercials can also be used in cinema and on the Internet.
An accompanying print ad for each range, as well as a collection of POS material and a wide variety of online communications have also been developed.
Last year’s “Arrivals” campaign was shortlisted in the the Cannes Lions International Festival of Creativity, the company said.
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The Cosmolite range featured in the 2013 campaign targets fashion-conscious women and men |
About Samsonite
Samsonite is the world’s leading luggage brand with a heritage dating back over 100 years. Its hard-sided collections made with the Curv material and the soft-sided ranges created with Advanced Hybrid Technology join a wide spectrum of business, casual and personal accessory products.
Samsonite movies can be seen on the following YouTube page: www.youtube.com/samsoniteeurope
Visit www.samsonite.com
VIEW THE 90-SECOND EDIT OF THE TV COMMERCIAL:
https://youtube.com/watch?v=CRD7B7K_CBQ |