Samsonite takes brand beyond the suitcase

The creative is designed to demonstrate how Samsonite's lifestyle bags fit into activities beyond travel.

Samsonite has expanded its It's Not Just a Bag, It's a Samsonite brand platform with a campaign featuring Olivia Culpo, shifting the focus from travel luggage to the brand's lifestyle bag collection.

The campaign highlights Samsonite's Better Than Basic™ range, positioning its bags and backpacks as products designed for both everyday use and travel. The latest activity introduces two additions to the collection: a crossbody bag and a travel backpack.

Campaign focuses on everyday use

Shot in domestic settings, the campaign follows Olivia Culpo through a series of everyday moments, including working from home, preparing for a trip and carrying out daily routines. The creative is designed to demonstrate how Samsonite's lifestyle bags fit into activities beyond travel.

The campaign forms part of Samsonite's broader strategy to expand its presence in the lifestyle bag category as consumer demand grows for products that combine versatility and durability.

Olivia Culpo: "Life doesn't really separate into categories anymore—travel, work, home—it's all connected. What I love about Samsonite is that the pieces feel just as right for my everyday routine as they do for a trip. They're effortless, versatile, and designed to keep up with everything I have going on."

Lifestyle bags support brand expansion

Samsonite said the campaign reflects its continued investment in lifestyle products alongside its travel portfolio, with an emphasis on bags designed for daily use as well as journeys.

Nicole Adriance, Head of Brand, Samsonite: "Olivia Culpo brings an authentic and modern point of view that reflects how people are living today—balancing multiple roles and constantly on the move. This campaign shows how Samsonite fits naturally into those everyday moments, delivering products that are not just for travel, but for everything in between."

www.samsonite.com

Follow Marketing Report on LinkedIn