TUMI
Opening Activation and Campaign
CAMPAIGNS & EVENTS
SCOPE
Creative Direction for all visual content. Activation, and digital advertising.
The Brief
Tumi was launching Alpha Bravo, its travel-utility collection, in the region. Rather than confining the launch to the store, the brand needed it out in the open: an activation commanding enough to hold the atrium of one of the busiest retail spaces on earth, and a digital campaign to bring people there on purpose. Delivered by One11 Creative Agency in collaboration with Memories Events Management.
The Outcome
One connected journey, from ad to atrium: the digital campaign invited the audience in, and the activation put Alpha Bravo in front of the foot traffic of a mall with over 100 million visitors a year.
