Samsonite launches new ad campaign

Global - Developed by TBWA, Samsonite's new advertising campaign for Bayamo, its collection of business and weekend items for men, features Nick Knight, a well-known fashion photographer.

The campaign launched in late March 2008 and will run till the end of June across Europe, Asia, India and Latin America. It will run in Singapore from May to June, predominantly in print media such as magazines and the Straits Times and Business Times. Initiative is Samsonite's local media agency.

Marcello Bottolli, president and CEO of the Samsonite Group said the campaign marked the next step in the launch of the Samsonite Black Label Weekend Collections. He added, "Our next campaign, featuring Milla Jovovich, which breaks in May, will feature another Weekend Collection - the Resort line of luxury leather bags".

Shot by Vanity Fair photographer Norman Jean Roy, the campaign for Bayamo features Nick Knight as the subject instead of the photographer, displaying photography portraits that show Knight working with Bayamo bags during his own studio shoots in London.