TUMI - TUMI Alpha Bravo
TUMI creatively integrates storytelling by following Son Heung-min journey, showcasing not just the products but the experiences they enable, such as travel, training, and daily commutes, thus enhancing emotional connection with the audience.
The campaign's standout feature is its focus on the dynamic lifestyle of Son Heung-min, highlighting how TUMI bags are crafted for both adventure and everyday use. The visuals blend sports with sophisticated urban settings, appealing to both athletes and professionals.
The campaign primarily targets active, style-conscious individualse�frequent travelers, professionals, and sports enthusiastse�who value functionality, durability, and design in their accessories.
TARGET AUDIENCE
About the
Campaign -
TUMI creatively integrates storytelling by following Son Heung-min journey, showcasing not just the products but the experiences they enable, such as travel, training, and daily commutes, thus enhancing emotional connection with the audience.
Core Theme of the Campaign -
1. The campaign features Son Heung-min as the face of the Alpha Bravo collection.
2. It emphasizes TUMI's commitment to quality and innovative design.
3. Visuals blend action shots of Son on the field with everyday life, showcasing versatility.
4. The narrative promotes the idea of adventure and exploration.
5. Social media and digital platforms are key channels for engaging the audience.
6. The collection includes various bags suitable for different occasionse�travel, work, and leisure.
7. The campaign aims to resonate with young professionals and active individuals seeking stylish, reliable gear.
8. TUMI's message emphasizes that their products are made for moments that matter, inspiring consumers to embrace their journeys.