Following brand re-launch parties held in New York and London, Hong Kong was the final destination for the Global House of Samsonite event showcasing its 100 year heritage and the latest Black Label collections.

With the cooperation of the Ketchum New York and London offices, a series of activities were planned and executed by the Ketchum Newscan Hong Kong Brand Team to effectively communicate to various Asian audiences the heritage and reputation of Samsonite in the travel product sector. A vision of the future was also provided under the leadership of new CEO Marcello Bottoli to further elevate the company's premium brand status, providing global, innovative solutions for travel with real style and design appeal.

The re-launch day started with an exhibition for media at the Hong Kong Design Center on the Samsonite brand story, featuring a heritage time tunnel and the prestige Black Label collection. More than 80 local and overseas fashion media were well fed with information and were offered interviews with the CEO and the newly appointed Global Creative Director, Quentin Mackay.

To extend the media exposure further, a tailor-made celebrity event was held during the party for the entertainment media. Product endorsement came from Asian superstar Kelly Chen and local TV artists which secured coverage in entertainment columns and TV shows in the days that followed.