American TouristerLeave Room for the Unexpected
ChallengeMake an old luggage brand relevant to young travelers.
StrategyWhen traveling, if you research everything, you’re surprised by nothing.
ApproachLeave room for the unexpected.
American Tourister partnered with Nail to refresh the 90-year-old brand’s design approach and reintroduce it to consumers after a long advertising hiatus.
As part of the Samsonite family of brands, American Tourister identified an opportunity to reinvigorate its position in the market and deepen its connection with younger consumers.
We set out to increase brand meaning with today’s “American Tourist.” These are the folks who will visit the Rock & Roll Hall of Fame for the weekend, hit up Nashville for a bachelorette party, or visit Kansas City for its famous barbecue. They aren’t grand excursions, but they are every bit as meaningful. These tourists include young Gen Zers eager to experience what they’ve seen on Instagram. But the “American Tourist” is aspirational, and can also include millennial parents (or anyone else for that matter) with more structured lives who are eager to reconnect to the vibrant, eclectic energy of their younger selves.
The best travel experiences require space to surprise you. So don’t overplan. Don’t overpack. And don’t overthink. Say yes and let life happen.
Leave room for the unexpected.
The campaign was delivered to market through CTV, YouTube, Facebook/IG/TikTok, digital banners, and OOH. It included a NYC Times Square feature and Lyft toppers.