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, elevating real stories over product placement and positioning TUMI as a companion to meaningful experiences—not just business trips.
Films drove to a digital hub that featured all the films as well as in-depth details about the 19 Degree bag.
Influencers teased the launch of the 19 Degree with social posts about their perfect journey.
The texture of the 19 Degree bag is stunning, so we decided to show it off.
