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For some, the fact that the new line of the Samsonite
backpack was subjected to a strenuous testing process
to ensure unmatched quality, strength and durability is the
single greatest attraction. They love that Samsonite conducted
extensive research and fieldwork to design a backpack line
with "Max Comfort" padding for an extremely comfortable
fit. Still others found that the backpacks' modern look and
cool lines, when combined with Samsonite's tested and true
reliability were the perfect combination when heading back
to school this fall. But no matter what you're looking for,
one thing was unanimous -- the new 2003 backpack collection
from Samsonite delivers the goods.
Samsonite, the worldwide leader in travel innovations and
backpack solutions, is unveiling the newest models from the
2003 backpack collection in time for the back-to-school shopping
season. The backpacks all feature the five essential ingredients
gleaned from the research: strength, quality, durability,
comfort and style.
"We conducted numerous focus groups and one-on-one
research with high school and college students, and applied
the learnings to the creation of the 2003 backpack line,"
said Mike Hughes, Samsonite Backpack Product Director. "The
extreme padding on the shoulder straps and the contoured back
are a result of students' direct requests for more comfort.
The backpacks are made with innovative technical fabrics,
which are double-stitched at stress points for added durability.
And they come in the latest seasonal color palette, with cool
hues like key lime, bluestar, orange and green -- the 'must
have' colors for 2003."
Backpacks have evolved from textbook vessels to carry-all
necessities. Most students have experienced the "Backpack
Bermuda Triangle," rummaging around for PDAs, cell phones,
notebooks, laptops, keys, water bottles, snacks and other
key items residing in backpacks. To help organize the chaos,
Samsonite equipped their entire line with intuitive compartments,
pockets and accoutrements to keep everything within easy reach.
Two great examples of Samsonite backpacks jam-packed with
useful features include the Groove and Swerve. Both come with
specially designed compartments for PDAs and MP3 players so
they wont disappear into the bottom of the backpack abyss.
The Groove also features a value-added protective laptop sleeve
for mobile computing. Another feature found in most Samsonite
backpacks is the earphone gate, which keeps the music pumping
without the hassle of tangled wires.
As part of this new Backpack launch, Samsonite is relying
heavily on a fully integrated effort including broadcast,
print and on-line advertising. Testing and durability are
the central themes of this national campaign that features
:30 TV running on MTV during July and August, along with a
major sponsorship of MTV2s "End of Summer Countdown."
The timing of the launch is planned to reach students in the
early back-to-school timeframe when backpacks and school necessities
are top-of-mind.
The on-line campaign includes various interactive ad formats
on MTV.com and other targeted sites to increase exposure when
students are in the mindset to buy. Consumers will also be
directed to the special micro site, samsonitebackpacks.com
to see the entire 2003 collection.
Complementing the TV and on-line campaign, Samsonite's print
advertising targets publications that students look to for
the latest trends in fashion, music and entertainment. The
August and September issues of Cosmopolitan, Marie Claire,
ESPN Magazine, Maxim and Rolling Stone, among others, will
feature two campaign executions supporting the Groove and
Swerve styles. Samsonite Backpacks will also be included in
August/September promotions including Seventeen Magazine's
Mall Tour, Rolling Stone's Movie Screening Giveaway, ESPNs
X-Games party in LA and MTV2's "End of the Summer Countdown."
All Samsonite backpacks are available in leading department
stores, computer/office superstores and Samsonite Company
Stores. For additional information and where to buy, visit
www.samsonitebackpacks.com.
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