Bugaboo and TUMI hand PR and social remits in SG and MY to W

Dutch parental company Bugaboo and travel and lifestyle brand TUMI have appointed W to handle their PR and social media duties in Singapore and Malaysia. The appointments will see W blending strategic and creative thinking together with media and influencer engagement to generate awareness and strengthen preference for both brands.

Bugaboo aims to create game-changing products to make the lives of parents and children easier and more fun. Patrick Wong, marketing manager, Southeast Asia and South Asia, Bugaboo, said that it was impressed with W's imaginative approach towards putting the brand on the radar of the brand;s target audiences, while delivering its luxury positioning and messaging. “Beyond excellent media and influencer connections, it is important that our agency partner is keenly in tune with the local community and their shifting needs and preferences as their family grows," he added.

Meanwhile, Randy Wong, general manager, SEA for TUMI, said that W’s creativity and agility, combined with a clear understanding of TUMI's business opportunities, will make this partnership successful.

According to a statement by W, the addition of Bugaboo and TUMI to its client roster bolsters the agency's luxury and lifestyle credentials. Jolin Ng, Singapore Director, W Communications said: “W has built a reputation for working with some of today’s most dynamic and exciting brands, and Bugaboo and TUMI are two amazing brands we’re absolutely thrilled to partner with as we kick-off 2022.”

W Communications, Singapore is the Asian headquarters of W. It has worked with several brands in the world and in Asia, such as American Express, Hilton, Impossible Foods, Marks & Spencer, and Moët Hennessy and Diageo.

Last November, booking platform Dayuse appointed W to promote its offerings and strengthen its presence in Singapore. The appointment, which was for five months with the option to extend, came after a pitch that saw two other agencies vying for the account. 

Separately, TUMI featured South Korean footballer Son Heung-min in a campaign launched last month, that will include other celebrities in the latter phases. In the campaign, Son carries some of the brand's products, including the Liaison Tote, Logistics Backpack, Navigation Backpack, Platoon Sling and the Mason Duffel. The "Life in Forward Motion" campaign showcases key pieces from the new Alpha Bravo collection. Focused on modularity, sustainability, and durability, the collection comprises over two dozen entirely new styles including backpacks, slings, chest packs, briefs, duffels and crossbodies. 

In addition to Son, the campaign featured F1 driver and gamer Lando Norris who debuted on 11 January, featuring TUMI's Navigation Backpack, Mason Duffel, and the Classified Waist Pack. This month, TUMI will feature Grammy-winning and Golden Globe and Emmy-nominated actor, performer and musician Anthony Ramos, who will feature the seasonal Recruit Chest Pack, the Ally Backpack, and the Transport Pack. After Ramos, TUMI will collaborate with singer-songwriter Gracie Abrams, who will feature the Platoon Sling, the Junior Crossbody, and the Search Backpack.

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