NEW YORK: US Luggage has tapped HWH PR/New Media for its newly launched SOLO, a line of business cases aimed at young mobile consumers.
The SOLO name has replaced the now-defunct US Luggage label on existing product, and a new line including attaches, backpacks, and padfolios will be available shortly. The launch also comes as the company takes strides to go international.
"We need to make sure people understand that although our brand name has changed, the foundation that SOLO stands on is the same as when we were selling under the US Luggage name," wrote Leticia Vargas, Director of marketing at SOLO in an email to PRWeek.
HWH PR/New Media, US Luggage's AOR, will lead the lifestyle PR campaign for SOLO and will continue to work with Briggs & Riley Travelware, US Luggage's other division.
"They really felt that the SOLO brand name - people on the go, you on your own - was more in line with the target audience," said Russell Rowland, EVP at HWH.
That target audience includes not only young executives and business leaders, but students who have become increasingly mobile, relying less on the classroom or library environment to study. Some of the campaign plans being considered by HWH are tie-ins with internet outlets, events with retailers, and an awards program for business leaders. The budget is undisclosed.