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10/05/2006
 
Briggs & Riley Travelware Introduces Bold New Branding/Marketing Campaign
 

Arresting “Built To Travel” Ads Marry Performance and Style

October 5, 2006, New York, NY- Briggs & Riley, a leading maker of high-quality and innovative luggage, is unveiling a major new marketing campaign designed to enhance and extend the brand’s image and support the launch of its updated signature Baseline Collection. Under the “Built To Travel”™ headline, the new campaign features an arresting series of fashion-oriented ads as well as new in-store brand shops that embody the smart, high performance engineering and stylish new look of the updated Baseline Collection. Integrated marketing communications firm Creative Marketing Plus, conceived and executed the Briggs & Riley creative.

Jim Lahren, vice president of marketing for Briggs & Riley says, “Briggs & Riley needs to enhance its appeal to fashion-oriented consumers to grow as a brand and the ‘Built To Travel’™ campaign is the first step in that effort. While we enjoy tremendous success as the high-performance brand of choice for frequent business travelers, we are looking to court more image-conscious consumers, who demand a bag that looks as great as it performs.”

This new “beauty and brains” aesthetic is embodied in the updated Briggs & Riley Baseline Collection, which offers consumers stylish luggage combined with smart, high performance engineering for a distinctive ‘look good + feel good’ travel experience. The most popular collection offered by Briggs & Riley, Baseline is renowned for functional details, durability and a best-in-the business lifetime warranty. The redesign of the line reflects and updated modern silhouette and a distinctive new color. Crystal, a silvery gray, is the fashion equivalent of the “new black” and will surely stand out on the baggage carousel.

The visually edgy “Built To Travel”™ ad campaign brings a bold, fashion point of view to a performance-driven line. Each ad shows a smartly dressed, stylish man or woman performing at the top of their game and looking their best. In one, a business-suited skier races downhill, aggressive and on the move. In another, a female executive scales a modern building like a seasoned rock climber with her Briggs & Riley bag in hand.

“Briggs & Riley wanted to make a statement with the campaign,” notes Lahren. “With both performance and aesthetic as core elements of our brand, we were looking for something bold and fashion-driven that would make consumers take note.”

“Built to Travel”™ in-store marketing materials include display posters and POP signs. Consumer collateral includes a website revamp and local and regional ads. A targeted national advertising campaign is planned for 2007.

The campaign will be supported in select B&R retailers with redesigned “brand shops” that match the aesthetics of the new Baseline Collection with a sleek, modern new presentation. The new brand shops are designed to improve the shopping experience, highlight key product features and showcase the new style.

Briggs & Riley Travelware is the #1 brand of upscale luggage sold in specialty stores, featuring innovative features that distinguish the brand from its competitors:

  • Lightest Weight: Superlights® are the lightest Uprights® in their class.
  • Wrinkle Free: The Outsider® handle ensures flat packing and more interior space.
  • More Space: Nxpandables® offer up to 30% more space at the touch of a button.
  • Lifetime Warranty: If your luggage is ever damaged, we’ll fix it free of charge, Simple as that®.
  • Largest Selection: A full assortment of bags to build your own travel solution.
About Briggs & Riley Travelware
Briggs&Riley Travelware is dedicated to building a lifelong relationship withits consumers by fulfilling all of their travel needs. The company’swide variety of innovative, high-quality luggage and business casesmatch smart design and exclusive features, with maximum durability andsuperb value. Briggs & Riley backs all of its products with thebest-in-the-industry Simple as that® lifetime performance guarantee, a guarantee that even covers damage caused by an airline. Please visit www.briggs-riley.com for a full list of the latest products and store locations, and follow us on Twitter for announcements on specials, promotions and new products.