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American Tourister targets youth in Asia

American TouristerSamsonite-owned brand American Tourister is launching a campaign targeting young travelers in Asia.

The print and TV campaign for the light-weight Vivolite suitcase launched in Korea in July, and will roll out region-wide. It was created by JWT Hong Kong.

“‘Take On the World’ is meant to evoke that rush of excitement we feel when we’re about to go on a great trip, especially from the perspective of today’s young and optimistic travelers who are eager to see the world,” said Lo Sheung Yan, chairman, Asia Pacific creative council, JWT.

“Last year’s ‘Take On the World’ concept captured the fun, young and international spirit of American Tourister, and we’re happy to bring it back this year with a fresh and exciting new story,” said Kelvyna Lam, business director, Samsonite and American Tourister, Asia Pacific.

The campaign marks the celebration of the brand’s 80th anniversary. It was founded in Rhode Island in the US in 1933.

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