Every day won’t be just another day as American Tourister launches #TouristerYourEveryday campaign via Taproot Dentsu India
There was an opportunity to become the brand that patrons the idea of observing and seeing your own city better. To discover a new roadside eatery near the office. To observe the beautiful architecture that tourists seem to love but has become a blind spot to locals. There are many such local marvels that local eyes are oblivious to. This, with our aim to communicate backpacks as a feature in our everyday life, was the right space to explore. Not only to cater to our audience with a new and exciting thought, but also to be able to engage with them at varied touch points.
Speaking about the campaign, Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said, “Exploration is at the heart of all American Tourister communication. But while exploring comes easy when you pack your suitcase and leave town, a backpack is an everyday accessory. It’s what you carry everywhere on a regular day, be it to work, to the movies or to college. So our campaign blends the brand DNA and the product offering through an interesting proposition – Why not live the tourist life every day, armed with your American Tourister backpack?”
The ad was shot in Queensland, Australia, in keeping with the international image and pedigree of American Tourister. But more importantly, the locations were carefully selected to fulfill one criterion – each location perfectly showcased both, everyday city life and tourist-like settings. From a beach with the cityscape in the background to a tourist bus in the heart of the city, we chose locations that brought alive the idea of ‘Tourister Your Everyday.’ Additionally, care was taken to keep the location as neutral as possible – the philosophy of living every day like a tourist can be adopted by anyone, in any city or country, irrespective of geography. So we zeroed in on spaces that could potentially belong to any busy city, anywhere in the world.
Comment from Production House 30 Seconds of Fame, “Travelling has become synonymous with American Tourister. This brand has grown leaps and folds due to its quality and has become a household name. I am so honoured and proud to have a done a film and be associated with AT. It was an epic journey from beginning to end. Here’s to the future.”
Anushree Tainwala, Executive Director Marketing, Samsonite said, “Backpacks are one of the fastest growing categories in India. Today, young professionals, college youth and students all use backpacks. While driving your bike or surfing on your smart phone, backpacks allow for a hands free experience. American Tourister is one of the biggest players in this category. The category already contributes to 15-20% of our sales. With this campaign we want to remind our consumers that American Tourister is not just your travel companion but also your constant companion in your everyday journey.”