TBWA Chiat / Day’s Samsonite Ads Begin

Venice-based TBWA Chiat/Day, which won a $15-million account from Samsonite in February, launched an ad campaign designed to reposition the Denver-based luggage maker as a provider of global travel solutions, which Samsonite hopes will reverse recent losses. The ads focus on the company’s new EZ Cart luggage lines, which combine European styling with a better-organized interior and an upright, four-wheel handling system for greater mobility. Since its launch in September, the EZ Cart has become the leading luggage item in the country, Samsonite said. The new positioning replaces Chicago-based Leo Burnett Co.’s familiar durability campaign that featured a gorilla testing the strength of the luggage.