february/march 2016 · marketing calendar - first half 2016 activities: 22/02/16 - 20/03/16:...
TRANSCRIPT
TRU-FRAME CAMPAIGN
February/March 2016
CREATE HIGH IMPACT & ENGAGE WITH THE CONSUMER TO POSITION SAMSONITE AS AN ASPIRATIONAL, PREMIUM LIFESTYLE BRAND
We have another brand new high impact and integrated campaign to showcase Samsonite as an aspirational and premium lifestyle brand. The hero of our campaign will be the new Tru-Frame case, a beautiful, fully-framed case with the added security of two integrated combination locks. This campaign will effectively reach our customers to ensure we drive awareness and demand for our travel products. Most importantly this campaign will drive traffic instores looking for Samsonite product and lifting sales.
CAMPAIGN OBJECTIVESOVERVIEW
JANUARY FEBRUARY MARCH APRIL MAY JUNEAIRPORT DOMINATIONOUTDOOR BILLBOARDSVIRGIN INFLIGHT MAGAZINEQANTAS INFLIGHT MAGAZINEGRAND PRIX PROGRAM DPSTARGETED DIGITAL ADS
PR/INFLUENCERS
BLOGGER CAMPAIGN
FACEBOOK- COMMUNITY MANAGEMENT- TARGETED ADS
INSTAGRAM- COMMUNITY MANAGEMENT- TARGETED ADS
MARKETING CALENDAR - first half 2016 activities
22/02/16 - 20/03/16
22/02/16 - 20/03/16
22/02/16 - 20/03/16
ONGOING
MARCH – APRIL
ONGOING
ONGOING
ONGOING
ONGOING
01/03/16 - 31/03/16
01/02/16 - 28/02/16
24/02/16 - 31/03/16
CAPTURING AUDIENCES TO AND FROM THE AIRPORT
22nd FEBRUARY - 20th MARCH
TARGETED DIGITAL ADS
MOBILE & DESKTOP
TARGETING PEOPLE WHEN THEY ARE RESEARCHING AND LOOKING FOR TRAVEL INSPIRATION
LEARN MORE
National geo-targeting, reaching premium customers to drive brand awareness creating a desire for our innovative Tru-Frame collection.
MELBOURNE 22nd FEBRUARY - 20th MARCH
PRINT BILLBOARDSMAJOR FREEWAYS
HEYINGTON ST OVERPASS
REYNARD ST OVERPASS
REACHING OVER
1.8 MILLION PEOPLE
REACHING OVER
1.2 MILLION PEOPLE
GIBDON ST OVERPASS
MELBOURNE 22nd FEBRUARY - 20th MARCH
REACHING OVER
1.1 MILLION PEOPLE
PRINT BILLBOARDSMAJOR FREEWAYS
SYDNEY ELITE SCREENS 22nd FEBRUARY - 20th MARCH
DIGITAL BILLBOARDSIN AND AROUND THE AIRPORT
REACHING OVER 5 MILLION PEOPLE
All Traffic Entry Landmark General Holmes Drive - M5 Mwy Junction (inbound)
All Traffic Entry Gantry
SYDNEY ELITE SCREENS 28th FEBRUARY - 20th MARCH
DIGITAL BILLBOARDSIN AND AROUND THE AIRPORT
All Traffic Exit Gantry All Traffic Exit & Qantas Drive Portrait
REACHING OVER 5 MILLION PEOPLE
MELBOURNE - AIRPORT DRIVE 22nd FEBRUARY - 20th MARCH
DIGITAL BILLBOARDSIN AND AROUND THE AIRPORT
External Digital Billboard
This high impact site targets 100% of arriving passengers.
AIRPORT DOMINATION
SYDNEY, MELBOURNE AND BRISBANE QANTAS TERMINAL
DEPARTURES & SECURITY CHECKPOINT, ANIMATED DIGITAL DISPLAY 22nd FEBRUARY - 20th MARCH, AM SESSION
High impact large display targeting 100% of departing passengers
REACHING OVER
3 MILLION PEOPLE
DEPARTURES AND SECURITY CHECKPOINT 22nd FEBRUARY - 6th MARCH High frequency of Samsonite message across multiple sites & ambient executions
REACHING OVER 600,000 PEOPLE PER MONTHAIRPORT DOMINATION
SYDNEY VIRGIN TERMINAL
LIGHTBOXES AND DIGITAL BILLBOARDS 22nd FEBRUARY - 20th MARCH High frequency of Samsonite message across multiple sites & ambient executions
Airport DOMINATION
SYDNEY DOMESTIC
QANTAS
VIRGINDepartures & Security Lightbox – Virgin Lounge
Virgin Arrivals
Lightbox
Lightbox - Departures & Arrivals Concourse
Lightbox - Departures & Arrivals Concourse
Lightbox - Departures & Arrivals Concourse
Airport DOMINATION
MELBOURNE QANTAS TERMINAL
LIGHTBOXES AND DIGITAL BILLBOARDS 22nd FEBRUARY - 20th MARCH
Lightbox - Departures Lightbox - Departures
Lightbox - Departures
DIGITAL SCREENS22nd FEBRUARY - 20th MARCH
17 screens distributed through Departures, Food Court, Arrivals and Baggage.
• Brisbane Airport is Australia’s third busiest airport• Reaching over 500,000 passengers per month
through the Virgin Domestic Terminal
Airport DOMINATION
BRISBANE AIRPORT
HANGING BANNERS & SPONSORSHIP WRAP 22nd FEBRUARY - 20th MARCHSponsorship zone within arrivals and departures area within Sydney Airport. We have 3 large format hanging banners, complete with a logo wrap around the whole area.
REACHING OVER
1.5 MILLION PEOPLE
Airport DOMINATION
SYDNEY QANTAS Terminal
AIRPORT DOMINATION
SYDNEY, MELBOURNE & BRISBANE QANTAS TERMINALS
REACHING 100% OF ARRIVING PASSENGERS 22nd FEBRUARY - 20th MARCH
REACHING OVER
495,000 PEOPLE
We have an exclusive 4 page insert with a flip-up reveal within the Virgin Voyeur inflight magazine. This unique advertisement features a diecut tru-frame case, which can not be missed, it is printed on a thick card stock for an instant flick-to.
VIRGIN INFLIGHT MAGAZINE, MARCH EDITION 4 PAGE FEATURE, INCLUDING DIECUT CASE AND CARD STOCK
The insert will position Samsonite as an aspirational and lifestyle brand, as well as highlight the new premium suitcase, Tru-Frame. It will include editorial on the luxurious location of the Tru-Frame photoshoot, as well as a detailed product overview on the last page highlighting the unique features of Tru-Frame.
VIRGIN AUSTRALIA
INFLIGHT MAGAZINE SPECIAL FEATURE
Whether you’re heading to European beaches or Australian capital cities, take Samsonite TRU-FRAME on your next escape.
It’s not too difficult to imagine yourself lounging on one of these reclining day beds – the sun shining and the sea breeze drifting off Portuguese’s Costa da Caparica. After all, with nearly 30 kilometres of calm waters and golden sandy beaches, it’s the perfect scene of lazy afternoons and relaxing holiday getaways.
An easy day-trip from the capital of Lisbon, the Costa da Caparica has long been an
exciting destination for sun-seekers. By day they frolic along its pretty Atlantic coastline or explore its interesting markets. At night it’s thriving with beach-side restaurants, cafes and bars.
For this reason it’s the perfect backdrop for Samsonite’s TRU-FRAME campaign – equally eye-catching and versatile for the discerning traveller.
Introducing TRU-FRAME – an exciting new collection of hard-shell luggage, where design innovation and modern technology meet. Bring the future to your travel, today.
Available in Matt Graphite, Matt Silver & Aqua Blue (limited edition)
TRU-FRAME Spinners represent the ultimate in forward-thinking travel. With cyber-inspired good looks, eye-catching colours and state-of-the-art features including extra security, TRU-FRAME luggge is innovatively designed for easy and safe exploration.
Made with an ultra-slim aluminium frame and a tough reinforced polycarbonate shell, TRU-FRAME Spinners are carefully designed to minimise weight, maximise manoeuvrability and optimise volume. TRU-FRAME also heralds a new era in security. Each bag is designed with a built-in ID tag and two TSA combination locks for extra protection.
Inside, both the top and bottom shells have cross ribbons to secure belongings in place and every model comes with a complimentary hanger. For easier packing, the top shell also has extra pockets for small items and toiletries.
With colours echoing the beaches of Costa da Caparica, the TRU-FRAME Spinners come in three sizes.
The 55CM Spinner – 55cm x 37.5cm x 24cm; 32-litre; 3.4 kilograms. The 68CM Spinner – 68cm x 45cm x 29cm; 60-litres; 4.2 kilograms.The 76CM Spinner – 76cm x 51cm x 31cm; 85-litres; 5 kilograms.
For your nearest stockist, call 1800 331 690 or visit www.samsonite.com.au
QANTAS MAGAZINE
INFLIGHT MAGAZINE FULL PAGE
We have a RHS full page ad in the first third of the magazine, opposite Q news.
QANTAS INFLIGHT MAGAZINE, FEBRUARY EDITION FULL PAGE
2.3 MILLION PASSENGERS PER MONTH
447,000 READERS
AVERAGE AGE 47
GRAND PRIX
PROGRAM AD & SOCIAL COMP
We have a double page spread in the Grand Prix Program, featuring the beautiful Tru-Frame case, which is ‘engineered for travel’. To coincide with this we are running a social competition on our Instagram page, and will be giving away tickets to the event.
AUSTRALIAN GRAND PRIX SOUVENIR PROGRAM - ON SALE 24th FEBRUARY SOCIAL MEDIA COMPETITION ON INSTAGRAM TO WIN TICKETS TO THE GRAND PRIX
For your nearest stockist, call 1800 331 690 or visit www.samsonite.com.au
Available in the following sizes:55cm / 68cm / 76cm Spinners
Colours:Matt Graphite, Matt Silver and limited edition Aqua Blue
As the WORLD CHAMPION OF LUGGAGE, we here at Samsonite are proud to introduce our latest collection, TRU-FRAME, where design innovation and modern technology meet.
Its EXTERIOR represents the ultimate in forward thinking, with an ultra-slim aluminium frame on a tough, reinforced polycarbonate shell and a boxy silhouette that optimises volume.
Just as importantly, Tru-Frame also heralds a new era in SECURITY. Each bag is designed with a built in ID tag as well as double-lock closures: two TSA combination locks that provide extra protection.
And then we move to the INTERIOR. Both the top and bottom shells have cross ribbons to secure belongings in place, and the two larger sizes come with a complimentary hanger. The top shell has an extra pocket divided into mesh and PVC sections, providing ample storage for small items and toiletries.
ENGINEEREDFOR TRAVEL
WIN!
BLOGGER CAMPAIGNINSTAGRAM, facebook, blog, youtube
BLOGGER CAMPAIGN WITH WORLD OF WANDERLUSTMARCH - APRIL
We are excited to be partnering with Brooke Saward, blogger and influencer from the World of Wanderlust, who will be featuring Tru-Frame on her platforms through the months of March and April, as she travels through the Maldives, Japan, Switzerland, Italy and France. The worldofwanderlust.com is the world’s most subscribed-to travel blog, with 500,000 unique visitors per month. She also has high numbers of followers on her social handles:
Facebook @WorldOfWanderlust 290,000 fansInstagram @worldwanderlust 378,000 fansTwitter @worldofwlust 22,700 fans
The World of Wanderlust’s content is aspirational, premium, and travel-inspired, and lines up perfectly with the objective of the Tru-Frame campaign and the audience we want to target.
As part of the campaign Samsonite will feature in Instagram photos, a blog post, a hosted giveaway on one of World of Wanderlust’s social handles, a YouTube video with link to product, and images for our own marketing use.
PULL UP BANNERS The Tru-Frame pull-up banners allow you to showcase the lifestyle aspect of the Samsonite brand through our new creative, available in both small and large size options.
CUSTOM SOLUTIONS We will be happy to create custom designs to suit individual retailers.
DIE CUT COUNTER CARDS & LUGGAGE SLEEVES Minimal space? Use counter cards & luggage sleeves to make a big statement!
POINT OF SALE mATERIALINSTORE SOLUTIONS
SMALL & LARGE FORMAT OPTIONS TARGETING CUSTOMERS AT POINT OF PURCHASE
Make that first impression instore with impactful displays!
PRESS RELEASES // PRODUCT PLACEMENT // CORPORATE & COMPANY PROFILING // INFLUENCERS
PUBLIC RELATIONSTARGETED MEDIA
REACHING AN AUDIENCE OF 22 MILLION ANNUALLY
FIND US ON FACEBOOK, TWITTER & INSTAGRAM VISIT OUR WEBSITE & BLOG
FACEBOOK: facebook.com/SamsoniteAustraliaNZ
TWITTER: @Samsonite_AU
INSTAGRAM: @Samsonite_AU
www.samsonite.com.au
STAY CONNECTEDGET SOCIAL
samsonite.com.au