Tumi appoints Kaplow AOR to support new strategy

NEW YORK: Luxury travel company Tumi named Kaplow PR its AOR, effective this week, as it plans for new product lines and attempts to go beyond its core business target to reach female and next-gen consumers.

NEW YORK: Luxury travel company Tumi named Kaplow PR its AOR, effective this week, as it plans for new product lines and attempts to go beyond its core business target to reach female and next-gen consumers.

Tumi had issued an RFP to a number of agencies with social media, consumer lifestyle, and prestige market PR experience.

“The idea is to position it as a leading international lifestyle brand, not only in functionality – what they're well known for - but for best-in-class design,” said agency CEO Liz Kaplow.

To support the upcoming launch of designer capsule collections and lifestyle accessory lines, the agency plans to leverage influencer campaigns and collaborations that tap into art, design, fashion, technology, and business travel verticals.

“Each group of influencers will represent Tumi consumers of the future,” she said. “We're expanding on the traditional categories they've gone to in the past.”

Kaplow mentioned a larger, third-party partnership, but could not go into more detail. Tumi was not available for comment.

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