TUMI

Mediterranean Escape Breakfast Event

CHALLENGE

TUMI – Mediterranean Escape Breakfast Event

Launch “The Club” strategy by building connections with a select circle of premium lifestyle and fashion journalists, while introducing TUMI’s new Mediterranean Escape collection through an intimate, high-quality press event. Lay the foundation of TUMI’s exclusive ecosystem: we don’t speak to everyone.

PLAN

• Ultra-targeted press selection with personalized invitations to twenty carefully selected lifestyle, fashion and premium media outlets (Vogue, Harper’s Bazaar, Le Figaro Magazine, Les Échos Série Limitée, GQ, M Le Monde…).
• On-site presentation of the Mediterranean Escape collection in a refined setting encouraging privileged conversation and product discovery.
• Full organization delivered in less than a week, including a public holiday, demonstrating ASAP’s responsiveness and operational excellence.

RESULTS

• 20 journalists in attendance

• 77% attendance rate