Repositioning Samsonite

Background
Marcello Bottoli (formerly the CEO at Louis Vuitton) became the new CEO of Samsonite in 2005. This changing of the guard sounded a repositioning of the brand towards more trendy and stylish.

Approach
In order to profile Samsonite as a hip luggage brand, Het PR Bureau calls in stylish well-known Dutch people as ambassadors to address consumers. In addition, renowned fashion editors are invited to the international Samsonite press events in London. Het PR Bureau is also responsible for lending products to fashion editors and stylists.

Result

Exclusive products are lent to stylists for photo shoots, resulting in publications in hip magazines such as ELLE. The PR regarding Marcello Bottoli also leads to much publicity in titles such as Quote and FD Persoonlijk.

Koen de Bock, marketing supervisor Benelux of Samsonite: “The PR Agency is the ideal partner for Samsonite in the Netherlands. They have proved that they apply our international strategy with great success to the local market and keep the communication lines short between the press and Samsonite. They also manage to keep our international agency constantly informed in an excellent way.”