American Tourister, a leader in the travel luggage category, has announced the highly anticipated launch of its newest campaign, marking a pivotal moment in the brand’s ninety-year history.
With an unwavering commitment to empowering spontaneous adventures, American Tourister embarks on a mission to shatter the monotony of everyday life and inspire travelers to embrace the unexpected.
“We are thrilled to launch an exciting new campaign for American Tourister, coinciding perfectly with the summer travel season. Our primary goal with this campaign is to inspire people to embrace the spontaneity of travel, break free from their comfort zones, pack their bags and go. We often overthink or find reasons that hold us back, but American Tourister is here to help break down those barriers and open doors to new travel experiences,” said Nicole Adriance, Senior Director of Brand Marketing.
With a wide range of meticulously designed products, American Tourister motivates individuals to navigate the world with confidence and style. It’s time to shed the mundane and embrace the extraordinary moments that await us.
Celebrating its ninetieth year as a longstanding staple in the travel industry, American Tourister partnered with creative agency Nail Communications to refresh the brand’s look and feel, infusing it with vibrant and optimistic colors that evoke a sense of joyful positivity. Alongside the visual overhaul, shop. AmericanTourister.com will undergo a site re-launch, offering an elevated digital shopping experience for customers.
At the heart of the campaign lies a captivating 30-second manifesto video, co-produced by Providence Rhode Island-based, Nail Communications and Reflection Pictures. Shot amidst the enchanting backdrop of Palm Springs, CA, a destination renowned for its unexpected and distinctive experiences, the video ignites the spirit of travel by embracing a few simple rules: plan less, do more, say “yes,” and pack light. It encourages adventurers to embrace the unknown and take to adventure. And make room for the serendipitous. Watch below:
REELated:
The campaign will be activated throughout the summer across various media channels, including Streaming TV, Online Video, Paid Social, and Digital OOH in New York City.
Additionally, the campaign will have a strong presence on American Tourister’s owned channels and brand ambassador social media accounts.
CREDITS:
CLIENT: American Tourister
AGENCY: Nail Communications
- Brian Gross – Partner, Creative Director
- Alec Beckett – Partner, Creative Director
- Hanna Kregling – Senior Creative
- Iman Richards – Senior Communications Strategist
- Cameron McCormack – Producer
- Chris Brown – Senior Account Manager
PRODUCTION COMPANY: Reflection Pictures
- Peter Sestina – Director
- Chris Saul – Cinematographer
- Megan Pfaffenroth – Producer
- Kavan Cardoza – Photographer
