HONG KONG, CHINA. Travel and lifestyle brand Tumi is proving a showstopper at Hong Kong International Airport with its Fall 2023 campaign ‘Essentially Beautiful’ in partnership with advertising concessionaire JCDecaux.
It includes a full domination of the Digital Galleria Arch and wall slots in the arrivals zone (see image above).
Shot by Georgia Hudson, the campaign highlights the brand’s latest 19 Degree Aluminium Luggage Collection. It features Tumi’s Brand Ambassador, famous South Korean footballer Son Heung Min, who is national team captain and plays in the Premier League for Tottenham Hotspur.
The campaign stills are captured by Richard Phibbs, showcasing wheeled briefs, carry-ons and extended trip packing cases from the new collection.
The campaign creates an immersive visual experience and gives the brand high visibility among the hoards of passengers passing by the advertising zones. ✈
Note: Hong Kong International Airport is hosting this year’s Trinity Forum, set to be held on 25-26 October.
This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’. Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. * Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
