TUMI x CHRIS PRATT Launch at TUMI Loft
A key milestone in our 8-year partnership with TUMI, we collaborated with TUMI to launch their APAC and Middle East campaign starring Hollywood actor Chris Pratt at the TUMI Loft in Pacific Place Hong Kong.
In April 2019, over 80 journalists, celebrities, KOLs and TUMI market representatives from thirteen markets across Asia Pacific and the Middle East flew to Hong Kong to meet Chris and experience the TUMI Loft - a 12-day experiential installation that brought the brand’s innovative spirit, creativity and heritage to life. As TUMI Regional's retainer agency, we helped organise the trips of these visiting VIPs, with dedicated team members assigned to each individual market.
In addition to a welcome dinner and brunch with TUMI management, our regional guests enjoyed a full itinerary that gave them a deep understanding of the campaign and the brand. To discover the new campaign, we organized a Press Conference with Victor Sanz (TUMI Creative Director) and Chris Pratt where the pair discussed the campaign and Chris’s history as a TUMI user. Afterwards, we arranged interview sessions with Victor and Chris for each market to gather exclusive content. In the evening, guests experienced a guided walkthrough of the TUMI Loft before joining us at the VIP Launch Party where we worked with key stakeholders to manage attendance of over 500 guests.
The VIP Party marked Chris Pratt's first public appearance in Hong Kong, drawing a buzzing crowd of over 200 fans around the TUMI Loft and spectators on every level of Pacific Place. In addition to greeting fans, Chris was joined onstage by a star-studded lineup of VIP guests from Hong Kong, China, Asia Pacific and the Middle-East. Guests included: TUMI management, Hong Kong actress & singer Linda Chung and celebrities Eunis Chan and Qiqi. Chinese actor Mao Zijun, Indonesian actress Nadine Chandrawinata and actor Rio Dewanto, Malaysian TV host Awal Ashaari and actress Scha Alyahya flew in for the festivities, while Saudi Arabian influencer Dr. Hassan Ghoneim, Singaporean singer & actor Benjamin Kheng, and Australian travel photographer & creative director Jarrad Seng also joined the event.
In addition to our Regional remit, we also serve as TUMI Hong Kong's retainer agency. We supported the local promotion of the TUMI Loft and announced Chris Pratt's presence in Hong Kong for the latest campaign through pre-launch media walkthroughs at the Loft and influencer product seedings. We also secured local Hong Kong media to attend the Press Conference, conduct exclusive interviews and enjoy the VIP Party. With 160 Hong Kong media in attendance across our activities, we drove over 400 pieces of coverage across print, online and social media.
The TUMI x Chris Pratt campaign at the TUMI Loft was recognised with five PR Awards including Campaign of the Year 2019. Special thanks to our honored partners - TUMI, LORE (production), Awethentic Studio (technology), and Frement PR (VIP event celebrities & socialites)!
Campaign of the Year - Gold
Best PR Campaign - Consumer Brand - Silver
Best PR Event - Bronze
Best Promotional Campaign - Bronze
Best Use of Technology - Gold
Best PR Campaign - Lifestyle and Entertainment
Best Result-Driven Campaign
Best Use of Content