Softside from Away

A 360 campaign to help the luggage brand Away expand into a forgotten side of the luggage.

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Away Softside Web Assets Half Alan COMBO
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Expanding Within a Category

A Disruptive Category Leader

Away is a first mover and pioneer in the luggage market known for its stylish, colorful and functional hardshell suitcases. When Away launched in 2015, the brand was intentionally built from the lens of lifestyle vs product-centric, unlike much of the category.

“To know Away is to love it. And the cult-classic brand has officially expanded its offerings”
Hollywood Reporter

Time to Grow the Offering

But after nine years, the brand needed to put a new spin on their original cult classics and shift to offering both soft-luggage with those same horizontal lines in addition to their well-recognizable hard-shell pieces. While Away has cornered the hard-shell luggage market, at the end of the day, some people still are soft luggage people ©.

© As of last year studies found that Americans were split between a preference for hardside luggage vs. softside luggage.

Defining a Softer Side

To welcome these consumers into the Away family, the team launched the Softside campaign celebrating the other side of luggage, its travelers and a whole new side of Away.

After nine years in the luggage market, Away is finally tapping into their soft side.
Variety

Full 360 Campaign

The campaign centered around a hero film featuring New York familiar faces and celebrities, such as “Succession” actor Alan Ruck, comedians Megan Stalter and Ben Marshall, skateboarder Tyshawn Jones and art critic Jerry Staltz.

Since launch, over 50% of Softside sales have come from first-time Away customers.
Laura LePre, AWAY, VP Marketing

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