Luggage retailer Samsonite Australia has announced the appointment of creative communications and PR agency Alt/Shift as its national partner, following an extensive pitch process.
As part of the appointment, Alt/Shift will be responsible for developing integrated strategic plans for Samsonite’s travel and non-travel products, as well as four other brands within the portfolio including Samsonite Red, American Tourister, High Sierra and Lipault.
Alt/Shift will work as an extension of Samsonite’s PR and marketing teams.
Samsonite Australia’s national marketing manager, Dara Tang said he felt the alignment and timing was perfect.
“We were impressed by Alt/Shift’s enthusiasm and creativity and feel confident this working partnership will enable us to amplify our 2018 activity to its full potential,” she said.
“This will be a huge year for us. Samsonite is celebrating the tenth anniversary of its Cosmolite case, and American Tourister has secured one of the biggest sports stars in the world, Cristiano Ronaldo, as a global ambassador.”
Elly Hewitt, managing director of Alt/Shift and Light Year Productions, said: “We’re excited by what our collective minds can deliver and are thrilled to be on board.
“We believe our experience in lifestyle, retail and tourism, partnered with strategic capabilities, will bring great value to Samsonite Australia.
“Our sister experiential agency, Light Year Productions, will also be a great asset to bringing some of these magical moments to life.”
The announcement follows the luggage retailer’s decision to appoint Ashleigh Brock as PR coordinator, a role that will see her work closely with Alt/Shift to execute campaigns across all Samsonite Australia brands.
