Background

  • Lipault, one of France’s leading luggage brands, is marketed by Qatar-based Abu Issa Holding under the umbrella brand of Samsonite, and is available in Mosafer stores in the GCC. The brand launched a new travel bag collection in Dubai, which is designed in collaboration with Palestyle through its CSR initiative ‘Travel with a Cause’.

Challenge

  • To launch Lipault and create a distinct image for the brand in an already cluttered environment by highlighting product features and its CSR initiative.  

Approach

  • Create awareness through a focused & controlled media outreach plan, including a press release and one-to-one interview sessions with business, consumer & lifestyle publications.
  • The CEO addressed the media on corporate values and Lipault’s brand story via a press conference.

Outcome

  • Excellent media attendance; around 15 journalists & influencers
  • Spokesperson interviews with key media - Gulf News & Al Khaleej newspapers and Arabian Business magazine
  • Over 150 press clippings in the first two days  with a PR Value of $1,250,000

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