The first thing we did was completely re-brand Travelpro. We contemporized it¹s look, tone and personality. That resulted in the development of three brand guidelines for the brands that comprised Travelpro. Next, we did an audit of their current luggage hang tags, which are integral at the point of purchase. Based on the features our research showed consumers were most interested in, we analyzed the clarity of communication, and adjusted the messaging to match our research, which lead to completely revamping the hang tags. We developed "dealer kits" that accompanied the release of every new collection for the retailers to use that included posters, counter cards, and ad slicks. We re-designed the brands' three web sites and started an online marketing campaign of banner ads linked to landing pages featuring sweepstakes and contests.
We also teamed with Paramount Pictures for product placement in the upcoming release of "Up in the air", a film starring George Clooney about a corporate executive hell-bent on attaining one million frequent flyer miles. We coupled the film with a contest to win tickets to the premiere. Results have been impressive. Retailers are thrilled with the support and in-store materials they received, and the buzz generated by the promotions has increased store traffic and brand awareness. Plus, Travelpro is gaining a huge data base to market directly to from the promotions and contests.
