The airport is the best place to remind travelers of the value of having a strong suitcase. In 2016, Samsonite, who is considered as one of the world’s leading, iconic travel brands, chose Palma de Mallorca Airport to launch their Low Budget Campaign.
The objective of this campaign was to remind people that they make the most secure luggage, and they don’t need to be wrapped.
It’s known that people are often worried about the safety of their luggage, that’s why they use wrapping protection before the check-in.
Samsonite decided to seize the occasion, and target these travelers, who are non-customers to advertise the benefits of Samsonite products.
How did non-customers advertise for Samsonite?
Samsonite used two techniques:
Ambient advertising which is about placing ads on unusual items or in unexpected places you wouldn’t usually see an advertisement.
And Permission marketing is a concept developed by Seth Godin, and it refers to a form of advertising where the intended audience is given the choice of receiving promotional messages.
Samsonite partnered with ad agency Publicis Conseil to create a genius way to promote its travel products. They decided to offer a free wrapping service to every traveler who didn’t own a Samsonite.
But on one condition: passengers had to permit to paste stickers with a message ‘I wish I had a Samsonite‘ on their bags.
They transformed travelers, and also potential buyers, in movable advertising media. Samsonite’s objective behind this campaign was to communicate that its luggage was more robust than competitors’. And their message had the potential to travel across the world.
With over 1200 Wrapped Suitcases, their message traveled to more than 120 destinations around the world, creating a global campaign with less than 1000€ media investment. All the belongings arrived safe and sound at their destination.
It was a win-win situation. The travelers were happy about getting a free wrapping. And saving $ 10 in exchange for giving space on their suitcases to Marketing.
The brand was also satisfied since the brand message was displayed in many countries with a small budget.