Challenge: To cost-effectively promote and convey the essence of a brand to savvy, seasoned buyers
One of the most crucial groups major publications aim to please is advertisers. Travel + Leisure (T+L), the world’s leading travel magazine, is no exception. Wanting to impress ad buyers at the World’s Fast Party, an event showcasing choice hotels, the professionals at T+L sought an appropriate, classy and useful promotional give-away—something that wouldn’t break the bank, but that would promote the discerning T+L brand over the long term while reminding buyers where to invest ad dollars.
Solution: Bright and bold lime-green leather luggage tags combine style with substance
The staff at T+L contacted us to help solve the dilemma. After a bit of back and forth brainstorming, ePromos’ travel industry Account Executive and the T+L staff hit upon the ideal promotion: lime green leather luggage tags. The tags were perfect:
- They fit well with the travel-related World’s Fast event theme
- Ad buyers, many of whom travel extensively, would use them for years to come
- With a bold, bright lime-green color, they attracted attention and looked incredibly stylish; the tags also promoted T+L’s bold desire to be the authority for the discerning traveler
Result: Custom luggage tags are a hit with T&L execs and advertisers; same style to be used in future promotions
T&L’s editor-in-chief Nancy Novogrod raved about how attractive and convenient the luggage tags were; they were also an affordable way to promote the brand and show appreciation to advertisers. The lime green color and style were such a hit that T&L plans the same for an upcoming umbrella promotion. Party attendees loved the tags as well; T&L reported that advertisers appreciated a promotional gift they could take home with them and use—all the while reminding them to think of Travel + Leisure when planning upcoming ad purchases.
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