JWT Hong Kong lands Samsonite's Asia-Pacific creative business

JWT currently handles Samsonite and its American Tourister brand in Shanghai and India. The expanded remit will be driven by JWT Hong Kong with a regional run that includes delivery of unified brand ideas across multiple media channels for Samsonite's entire range of products.

Work on Samsonite will commence immediately with JWT's pitch-winning brand campaign expected to launch mid-April 2011. China and India are the biggest markets in the region.

"We're impressed by the balance of strategic rigour, creative flair and overall professionalism demonstrated by the JWT Hong Kong team and are fully confident that they'll help us deliver a meaningful message about what the many facets of the Samsonite brand represent in today's world," said Kenzo Yoneno, assistant director, design and communications at Samsonite Asia.

A spokesperson for the agency said: "Samsonite has established a solid reputation for durable luaggage, but over the years, it has also extended its product lines to hangbags, waist bags and even shoes. The client wants us to create a new regional branding campaign to consolidate all its products under an umbrella brand."

Tom Doctoroff, North Asia area director, Greater China CEO for JWT added: "The key challenge is to secure a long-term position for Samsonite that, at the same time, conquers an emotional high ground that justifies a price premium and ensures the relevance of that position across all Asian markets (from Japan to India) through a deep understanding of travel motivations; and extend that position from Samsonite's current strong leisure franchise to other segments including lifestyle and, most critically, business."

Samsonite is a global leader in the luggage category with their Asian operations spanning Asia-Pacific, Oceania, South Asia and the Middle East, its direct competitors include Rimowa and Victorinox.

Samsonite account wins add to JWT's extensive client portfilio which include Bayer, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg's, Kimberly-Clark, Kraft, Microsoft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever and Vodafone.