The Brand Challenge:
For more than three decades, Travelpro has been a pioneer in the luggage category. However, disruptive online competitors like Away have challenged Travelpro’s rightful place as the category leader for quality and durability. We needed to get Travelpro credit for crafting stylish luggage with careful attention to detail and unparalleled durability.
Since partnering with Barkley, Travelpro has achieved more than 40% growth within the luggage category -a rate more than 3 times the category rate. And yes, at one point, we had to halt the campaign until Travelpro could make more luggage - the ultimate campaign success metric.