TUMI

Introduction: TUMI, a renowned luxury brand known for its world-class business, travel, and performance essentials, has been a leader in its industry since 1975. With a commitment to blending flawless functionality with a spirit of ingenuity, TUMI serves as a lifelong partner to movers and makers in pursuit of their passions. The brand operates globally in over 75 countries with approximately 2,000 points of sale. However, to further amplify its premium positioning and achieve sustained brand visibility in the Indian market, TUMI partnered with id8 media solutions.

About The Project

The objective of the collaboration was clear: create continuous media visibility for TUMI, particularly in premium (CAT A+) media titles, to bolster the brand’s positioning as a top-tier luxury brand. To achieve this, id8 media solutions devised a comprehensive strategy encompassing large-scale ideation for seasonal launches, capsule collections, and strategic media engagement.

The approach included several key initiatives:

• Pre-launch curiosity-building announcements
• Launch announcements to maximize buzz and reach
• Post-launch organic reiteration to maintain visibility
• Strategic influencer engagement for experiential events and collection launches, amplified through social media
• Sustained brand visibility through features, product placements, and trend stories in top media outlets

id8 media solutions successfully executed these initiatives, resulting in sustained and quality-led media share for TUMI in the Indian market. The approach not only focused on high-profile launches but also maintained consistent visibility through organic media coverage. Key collections such as Alpha Bravo, Tumi x Razer, Tumi X Staple, Built for Journey, and Tumi X McLaren were prominently featured in the campaign.

The results of the collaboration were outstanding. A total of 162 organic media coverages were garnered, reaching an audience of 884,814,344 people. Through strategic and sustained efforts, id8 media solutions successfully amplified TUMI's premium positioning and visibility in India, solidifying its presence as a luxury brand of choice among discerning customers.