JWT Hong Kong awarded regional duties to launch two new Samsonite brands in Asia

As reported yesterday Samsonite South Asia has awarded the creative mandate for brands Samsonite and American Tourister in India to TBWA’s Mumbai agency. Samsonite Asia has now handed JWT Hong Kong regional duties for its newly-acquired Hartmann and High Sierra brands, which will be launched in Asia in the third quarter this year.

JWT Hong Kong currently handles the Asia Pacific advertising duties for the company’s core Samsonite and American Tourister brands, creating regional campaigns that have helped buoy regional sales. Net sales at Samsonite International, the world’s largest luggage company, grew 13.2% to US$1.77 billion in 2012 over the year before, propelled by strong growth in Asia of its entry level American Tourister brand. American Tourister posted net sales of $354.6 million in 2012, up 41.9% over 2011, thanks to demand from middle-income customers in Asia.

Samsonite has now tapped JWT Hong Kong to help launch Hartmann, a luxury brand that offers travel, business and lifestyle products, and High Sierra, a casual lifestyle brand that focuses on outdoor and adventure products, in the third quarter of this year.

In 2012 Samsonite International acquired Hartmann and High Sierra, both which were established in America. The company plans to introduce hartmann across the Asia Pacific region as well as expand the presence and profile of High Sierra, which currently has a stronger presence in Australia and Philippines.

JWT Hong Kong’s “Step Out” print and TV campaign, which has run in two phases over three years, has helped re-energize and elevate Samsonite to a lifestyle brand that is an essential part of the personal lives, dreams and ambitions of the target Asian executive market, both within and beyond the office environment.

Last year, JWT Hong Kong, working with JWT Shanghai, launched a high-energy TV and print campaign for American Tourister that featured young travelers from different global backgrounds traveling across the world, positioning the brand as a trendy, exciting and truly international brand.

“We’re thrilled that Samsonite has asked us to help launch their newly-acquired brands in Asia’s high growth markets,” said Tom Doctoroff, JWT Asia Pacific CEO. “It’s a real testament to the strength and success of our partnership, and a vote of confidence in our creative product.”

“We are happy to continue our partnership with JWT due to their great work on our past campaigns,” said Ramesh Tainwala, President, Samsonite Asia Pacific and Middle East. “We hope this collaboration continues to produce effective campaigns for our growing portfolio of brands.”