American Tourister to launch aggressive US$2.5 million media blitz in Saudi Arabia

March 15, 2012 - PRLog -- American Tourister to launch aggressive US$2.5 million media blitz in Saudi Arabia

Highest media spend by a luggage brand in the country

Kingdom of Saudi Arabia, March 14, 2012: American Tourister – one of the world’s leading luggage brands with presence in over 80 countries worldwide – today announced an aggressive media campaign in the country.

The company emphasized on its major expansion plans in the Kingdom and has earmarked over US$ 2.5 million over a period of two months starting May 2012. This includes advertisement campaigns across a diverse mix of media encompassing Arab and Asian TV networks, outdoor and market activation programs. This is the highest media spend by a luggage brand in the Kingdom.

In his comments on the media blitzkrieg, Mr Jai Krishnan, Vice President – Middle East, East Africa and SAARC at American Tourister, said: “ American Tourister is entering its 80th year – as you know, it was born in the USA in 1933. We’ve had this continued tradition over the years of offering the latest designs and the best quality at a great value. We know that this is a combination that the consumers in Saudi Arabia look for in the products they buy & that’s why we believe that the Kingdom is a very important market for us.

We have, therefore, decided to invest heavily in Saudi Arabia. We have organized a series of product launch seminars in the country during which 16 new collections were unveiled to our trade partners. Our plan is to double the number of retail outlets of American Tourister in 2012, so that the brand will have the right spread in terms of availability – hence making it more convenient for the consumer.”

“This year’s advertising campaign, starting in May , will be a truly integrated one – we plan to reach the consumers through various media – TV , Print , Outdoor and In-Store. Its going to be a high impact campaign with upto 650 TV exposures per day across channels and will definitely catch the attention of the discerning Saudi consumer. I’m confident that at the end of the campaign, the brand awareness of American Tourister among the consumers in the Kingdom would have increased considerably and we would be the top-of-the-mind luggage brand”.

The advertising, which encourages people to travel and see the world is very much in sync with the tone of the brand – which is smart, friendly, practical and fun. The company believes that the new campaign “ Take on the World” will connect very well with American Tourister’s primary target consumers in Saudi Arabia – which are the family traveler and leisure traveler.

It may be recalled that American Tourister had launched an extensive campaign in the summer of 2011 under the tagline ‘Go see the world’ aimed to establish the brand as an ideal accessory for the young and family traveler. It was followed up with a campaign on similar lines which played out on TV and print, but with a different tagline — ‘The world is calling’.

The company also plans to unravel products specially customized for the consumers in Saudi Arabia besides launching localized brand development initiatives below-the-line along with their trade partners.


About American Tourister
American Tourister was started in 1933 when Sol Koffler put his life savings on the line to start a luggage company in Providence, Rhode Island. His dream was to build a tough suitcase that could sell for a dollar. American Tourister developed to comply with tastes and requirements of its patrons by offering the variety of carry on luggage, garment bags, luggage sets, tote bags, satchels, business cases, casual bags, backpacks and luggage-spinners.

Issued by Landmark PR & Event Management
For press information contact:
Shadi Abou Assi                                                Khaled Abou Hichme
Account Director                                              Account Manager
Tel.: +971 4 3912547                                        Tel.:+971 4 3912144
Email: s.abouassi@landmark-pr.com                   Email: k.abouhichme@landmark-pr.com