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