Timed with the first day of summer, Samsonite, the most trusted travel lifestyle brand in the world, unveils their Summer campaign, “Take What’s Yours,” encouraging individuals to maximize the long awaited summer season by taking advantage of their PTO, long weekends and everything in between.
As people return to travel post pandemic, Samsonite is ushering in a new era that champions taking time to travel, forge new experiences and create lasting memories that far out-weigh the always-on mentality that was once applauded; this summer Samsonite encourages its consumers and employees to turn the act of taking PTO into a badge of honor.
As part of the campaign, Samsonite is focusing on the familiar act of setting an out-of-office email that signifies the start of vacation, a summer weekend, or prioritizing one’s mental health by taking time to reset and recharge. The brand has reimagined the out-of-office email as the campaign rallying cry, creating a series of character videos showing different summer experiences all through the shared lens of typing one’s out-of-office email. A manifesto video articulates the brand’s point of view that paid time off is not a gift and shouldn’t be an afterthought reminding viewers to “Take What’s Yours,” and that Samsonite has the travel bags and accessories to get you to wherever you’re heading.
The campaign will be supported by a fully integrated activation plan, including connected TV, across streaming platforms including Hulu, paid social across Instagram, YouTube and digital out-of-home in key markets (LA, NYC, Seattle, Miami, Minneapolis, and Austin), as well as streaming audio across Pandora and Spotify. In addition, Samsonite is partnering with dozens of Instagram and TikTok influencers who will help bring to life what it means to “Take What’s Yours” by disconnecting, reconnecting, and experiencing life to the fullest.
Samsonite recognizes the important role PTO plays in allowing one to reset, recharge, and learn through travel. Samsonite’s North American President Lynne Berard said, “Travel is at the heart of what we do, so we recognize the important role time off and new experiences play in making us the best versions of ourselves. At Samsonite, we are committed to continuing to evolve and create an environment which applauds recharging, connecting with others and exploring new places. This journey is more important than ever to our employees and our incredible community of travelers.”
Samsonite partnered with Iris Worldwide on the development of the campaign, bringing in Famous After Death to produce campaign videos. The creative industry is notoriously stressed when it comes to the issue of work/life balance and so for Iris it was particularly pertinent to create the “Take What’s Yours” campaign as they champion all it stands for. Whether it be a Summer Friday or longer stretch of PTO a healthy relationship with your career should be prioritized to avoid burnout and enable everyone to being their most creative and energized selves to their job. Samsonite couldn’t agree more.
