ASIA-PACIFIC – SEPTEMBER 7, 2011 – Spikes Asia presents the Advertiser of the Year award to Samsonite, the 100-year-old global travel luggage brand and the largest in retail sales value. The award honors a brand with consistently high creative communications and innovative marketing techniques across the Asia Pacific region.
Ramesh Tainwala, president of Samsonite Asia-Pacific and Middle East, will be presented with the Spikes 2011 Advertiser of the Year award on September 20 at the Esplanade Theatre, venue for the awards show.
"On behalf of Samsonite Asia, we are honored to be presented with this recognition by Spikes Asia. Key agency relationships are vital for growing Samsonite’s brand awareness and image in Asia as we strive to increase our footprint in the region’s top growth markets. This acknowledgement is truly the result of the passion and commitment we and our agency partners have for creating innovative and effective advertising that builds our brand and resonates with our
Samsonite International’s core brand, Samsonite, is one of the most well-known travel luggage brands in the world and has been central to the growth and success of the business since it was first introduced in 1941. Over the last century, they have developed and widely commercialized numerous innovations in luggage, establishing key industry trends and adapting to evolving consumer needs.
Throughout the decades, Samsonite has promoted its hard-side luggage by emphasising its durability with taglines such as "Strong Enough to Stand On" and "Tough Luggage for a Tough World". In recent years, as part of their overall brand strategy, they have turned to more localized marketing across multi-platforms.
"This year, the Samsonite ‘Heaven and Hell’ ad won five Cannes Lions, including the Cannes Lions Press Grand Prix. Created by JWT Shanghai, the work has not only put the spotlight on the great creative work coming out of Asia but has also highlighted Samsonite’s willingness to embrace creativity and push the boundaries in their product communications for the Asian market," says Terry Savage, chairman of Cannes Lions, who with Haymarket, organize Spikes Asia.
