TRAVEL LIKE
AN ICON
Casting A Campaign
Challenge
Samsonite, the world's largest travel company, challenged H&S to reinvigorate its brand image for its newest collection, Elevation Plus Glider. The goal was to create a campaign that would resonate with modern audiences while celebrating Samsonite's rich 115+ year history. Inspired by 1950s luxurious transatlantic flights, H & S developed the "Travel Like an Icon" campaign, a blend of retro glamour and contemporary humor. H&S spearheaded a collaboration with SNL star Chloe Fineman, managing talent procurement and negotiations and conceptualized, scripted, and produced a high-quality, comedic, retro-themed content series at the iconic TWA Hotel. Leveraging Chloe Fineman's star power and Samsonite's brand legacy H&S amplified the campaign by securing coverage in top-tier publications (Elle, Vogue, Rolling Stone). The social media rollout included a carefully curated content calendar featuring behind-the-scenes assets, campaign photography and videos, and Chloe's personal visual stories, all aligned with the "Travel Like an Icon" brand messaging.
Execution
H&S cast Puerto Rican supermodel Joan Smalls and her mom for a social video to drive consumer purchases on Drizly. They also engaged four paid content creators and their grandmothers to share photos and short videos of their holiday traditions with the nostalgic beverage. Additionally, H&S brokered a partnership with Cocktail Courier for gifting kits featuring BACARDÍ Coquito, a coquito-scented candle, and signature glassware, available only in the BACARDÍ online merch shop. For earned media, H&S secured product launch and holiday features for BACARDÍ's Global Vice President Ned Duggan and Joan Smalls, along with seasonal cocktail editorial coverage and holiday gift guide inclusion.
Results
Demonstrating H&S's ability to rejuvenate legacy brands through culturally resonant, multi-channel campaigns the campaign positioned Samsonite at the intersection of timeless luxury and contemporary pop culture, resulting in 26 earned media placements, 1.3 Million earned media impressions and 1.2 Social Media Impressions.
Press
Gallery
