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Luxury Luggage Brand Tumi Targets Global Citizens in New Ad Campaign

Excerpt from New York Times

Aug 19, 2013 7:53 am

Skift Take

Tumi already enjoys a thriving global customer base, which gives it the flexibility to feature inspiring figures in its campaign, rather than celebrities who would quickly gain exposure for the products.

— Samantha Shankman

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Tumi  / YouTube

Paolo Ferrari, North American chairman and chief executive of Pirelli Tire, stars in Tumi's newest video. Tumi / YouTube


Now, Tumi, which sells luxury suitcases, bags and other products for travelers, is proclaiming the arrival of the “global citizen.”

In a worldwide campaign scheduled to begin on Sunday, Tumi is saying, in effect, that it will let competitors that include Louis Vuitton go to market with famous faces…

The global citizen is “our target customer…real people who are hyper-travelers, across time zones, across borders.”

The inspiration behind the campaign:

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