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Connelly Partners Launches “We Carry the World” Campaign for Samsonite

Connelly Partners launched a new brand positioning campaign for Samsonite, “We Carry the World”.  The campaign is a nod toward The Maker Movement and the trend of storytelling in travel. It’s an evolution from traditional Samsonite advertising, which focused on the features and benefits of Samsonite products.

In “We Carry the World” we see the contents of each traveler’s bag (a chef, a filmmaker, a long distance runner*), but the bag itself is invisible.

According to Sid Murlidhar – Copywriter / Creative Director at Connelly Partners, “With “We Carry the World” we reinforce Samsonite’s position as the market leader, but turn the lens on the people that carry Samsonite luggage and business bags. We opted for a non-traditional approach of telling each person’s story from the point of view of the luggage by showcasing the objects they carry in their bags. These are the objects that make up their world and these are the bags that help carry the world.”

The multiyear campaign will initially appear where the travel journey begins: online via social media and in a major travel hub, New York’s Penn Station.