Samsonite – Advertiser of the Year at Spikes 2011

Advertising, Spikes Asia

The Spikes Asia Advertiser of the Year honours a brand that has set itself apart through the quality of its campaigns with consistently high creative communications whilst encouraging and nurturing innovative marketing techniques produced by their agencies across the Asia Pacific region.

This year, Spikes Asia is proud to present the award to Samsonite, the 100-year-old global travel luggage brand and the largest in retail sales value. Samsonite International is engaged in the design, marketing and sale of travel, business and casual luggage as well as travel accessories. Their core brand, Samsonite, is one of the most well-known travel luggage brands in the world and has been central to the growth and success of the business since it was first introduced in 1941

Over the last century, they have developed and widely commercialised numerous innovations in luggage, establishing key industry trends and adapting to evolving consumer needs. Their market-leading position is a result of their strong international brand presence, robust investment in advertising, product innovation, scalable distribution and sourcing ability, and high-quality products.

Throughout the decades, Samsonite has promoted its hard-side luggage by emphasising its durability with taglines such as “Strong Enough to Stand On” and “Tough Luggage for a Tough World”. In recent years, as part of their overall brand strategy, they have turned to more localised marketing across multi-platforms. Their advertising has helped to increase not only their growth and market share but also to continue refreshing people’s perception of their world-class brand.

This year, the Samsonite ‘Heaven and Hell’ ad won five Cannes Lions, including the Cannes Lions Press Grand Prix. Created by JWT Shanghai, the work has not only put the spotlight on the great creative work coming out of Asia but has also highlighted Samsonite’s willingness to embrace creativity and push the boundaries in their product communications for the Asian market (…) We are proud to honour Samsonite at Spikes Asia 2011, and look forward to seeing more inspirational and award winning communications from the brand

Terry Savage

Chairman of Cannes Lions, who with Haymarket, organise Spikes Asia.

 

The Spikes Asia Advertising Festival celebrating and inspiring Asia-Pacific creativity in advertising. Suntec City, Singapore, 18-20 September 2011. Building on 24 years of the illustrious Spikes Awards, the Spikes Asia Advertising Festival is the result of a collaboration between the International Festival of Creativity, organisers of Cannes Lions, Dubai Lynx and Eurobest, and Haymarket, publishers of Campaign Asia. The Festival provides the region’s growing creative and advertising industry with a platform to network and exchange ideas, bringing  together some of the finest creative thinkers from across the region and around the world.

Spikes Asia, attended by close to 1,500 delegates in 2010, offers a challenging programme of seminars and workshops focusing on creativity and learning, exhibitions of creative work from Asia Pacific, networking events in the evening and the Spikes Asia award show.

The Awards, judged by leading international and regional creatives, honour the best creative work in the categories of Film, Print, Outdoor, Radio, Digital, Integrated, Direct, Sales Promotion, Media, Print Craft, Film Craft, Design, Mobile and PR.