People thought TUMI was the brand for frequent flyers and boardroom regulars. We needed to drive brand awareness and change the perception from “practical” to premium—from functional to fashion-forward.
Modern travelers don’t just pack bags—they pack identities. (Yeah, that’s deep.) For them, luggage isn’t just about utility; it’s about aesthetics, aspiration, and telling the story of where you’re going and who you are.
We launched “The Perfect Journey,” a global campaign featuring 19 unique travel films by 19 directors. The films launched with print, an online digital hub and OOH placements around the world. Plus, an immersive experience of each of the 19 perfect journeys went live with a screening event at the Tribeca Film Festival, where people could experience all the films together in a custom-built viewing dome—elevating real stories over product placement and positioning TUMI as a companion to meaningful experiences—not just business trips.
Tap into the emotional side of travel through personal stories of adventure.
By unthinking the traditional production approach and finding the right partner in Tribeca, we were able to maximize a small budget and create a completely unique experience for our consumers. Tapping in-house experiential resources allowed us to curate every detail of the on-site festival experience and seamlessly bring the films to life.
