The American travel accessories brand enlists German Formula One driver Nico Rosberg and successful South Korean actress Claudia Kim to be its new global ambassadors.
For this campaign, TUMI deviated from its tried-and-tested concepts and visuals wherein it featured everyday people whose jobs require a lot of travel – such as reporters – in airport terminals or on board planes. This time, it recruited high-profile celebrities who travelled to Barcelona for an exclusive photo shoot featuring the brand’s summer collection.
The campaign was named “Global Citizen” and the photos were shot by Tom Craig and styled by Bay Garnett.
“Today, travel and technology provide the road map for a global citizen’s personal journey and as a brand, we feel that both Nico Rosberg and Claudia Kim embody that belief,” says TUMI’s CEO and president, Jerome Griffith. “As a (TUMI) global citizen, cultures merge, boundaries are blurred and home is anywhere you choose to roam.”
Being a Formula One driver, Rosberg probably spends as much time in a plane as in a car. “We have up to 20 races a year, spread out all over the world and the demands of such extensive travel require a premium travel product,” he says. “I’m delighted that both myself and the MERCEDES AMG PETRONAS Formula One Team have been able to benefit from TUMI’s expertise in design excellence, innovation and functionality.”
For her part, Kim travels the world in search of enriching experience and influences. “As I travel around the world, I’m realising that every place I visit influences me in some way,” she exclaims. “I believe being a true global citizen means you have the willingness and openness to step outside of your own boundaries and I’m honoured to represent that with TUMI.”
TUMI seeks to empower people who do not recognise borders and lead a life of travel and exploration – true “Global Citizens”. As Griffith puts it, “Citizenship has always been a status of belonging; membership to a community and an official passport to a place called home.”