The brand has asked Rain to handle its UK PR and co-ordinate its European strategy to help position it as ‘the world leader in luggage’.
In the UK, the agency will promote the anniversary, handle product placement and news generation. The team will be headed up by account director Fiona McKenzie, who will report to the UK marketing team, headed by Lisa Jermy.
The agency will also report into the European marketing team, based in Belgium, to help support the clients’ European strategy. Rain will create toolkits for each market, with execution guidelines and marketing materials. It will also visit and brief each of the agencies alongside the European marketing manager.
The agency won the business following a three-way pitch. It has worked with the brand for two years until 2004 when Samsonite moved to a global agency structure.
Ketchum previously worked on the account until February last year.
The Samsonite Group's global VP of marketing communications Richard Brett joined Shine Communications as director of planning and strategy in June last year.