The Star : Trusted Travel Companion

Covered | 7 July 2014

Tumi’s brand ambassador drive has been a subdued but classy initiative. In May, it introduced Dominic Lau and Jamy Yang as its Asian faces.  “The Global Citizens campaign came about as a way to engage with our core customers, and this is a customer who is travelling a lot, either for work or leisure, and for whom travel is all part of the journey,” said Tom Nelson, Tumi’s managing director for Asia Pacific during the launch event in Hong Kong recently. A global citizen cares about the entire travel experience, rather than just about getting from point A to point B, he explains. “These are individuals that are deeply passionate about travel, and who want products that support their lifestyle. And so, they look to carry bags that would support them in the way they travel, so that it is effortless and enjoyable,” said Nelson, who is also senior vice-president at the company based at New York. On Tumi’s plans, Nelson revealed that his company recently opened its 100th freestanding store, coincidentally, in Malaysia, at KLIA’s international terminal.“We have very ambitious growth plans for Malaysia, which has been a wonderful market for us. We have been very pleased with the results and we are also looking at other potential cities beyond Penang and Kuala Lumpur,” said Nelson, who describes the working relationship with the Valiram Group as a collaborative process. (Source: The Star, 2nd July 2014)


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