Client: Frommer's Luggage
Service: Public Relations
Background
Arthur Frommer has built a global presence as the authority in smart, savvy and affordable travel. Adopting this posture, Delsey introduced a line of signature luggage, bearing the Frommer namesake, that captures the excitement and anticipation of traveling while delivering all the practical details necessary for maximum travel comfort.
Strategy
Using a national consumer and travel trade public relations outreach, Krome positioned
Frommer’s Luggage as smart - like Arthur and Pauline Frommer - because it exceeds the basics at a good price and allows consumers to have confidence that the luggage – like the Frommers – knows the business.
Results
Within the first week of initiating the public relations program for Frommer’s Luggage, Krome achieved a feature story in the “Destinations & Diversions” section of USAToday, reaching an estimated 4 million readers nationwide, in coordination with the retail launch of Frommer’s Luggage on eBags.com.
Additional placements were achieved in Travel Weekly, reaching more than 200,000 travel industry leaders and consumers, and MediaPost, read by more than 40,000 corporate marketing executives that provided Delsey with a positive licensed brand story with third party industry validation.