Tumi signs "global citizen" star power to give it mass appeal

08/15/2013 | New York Times (tiered subscription model), The

To make Tumi's luxury travel products more accessible to globe-trotters and world travelers, Yard has developed a campaign featuring "global citizens" who are lesser known, but still power players. The initial campaign features social media videos and print ads in publications including Esquire and New York Magazine, with a future international push planned. The first batch of citizen-stars includes environmentalist Alexandra Cousteau, Pirelli Tire North America CEO Paolo Ferrari and singer-songwriter Amanda Sudano-Ramirez.

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