Samsonite launches first-ever suitcase trade-in campaign to foster sustainability

Luggage brand Samsonite has unveiled its first-ever luggage trade-in campaign in the Philippines. Along with the World Wide Fund Philippines (WWF) and recycling company Envirotech, the brand is calling for trade-ins of suitcases of any size and of any brands and offering participants a discount on its products. With every suitcase traded-in, ₱$100 will be donated to WWF Philippines to further its commitment to sustainability.

The campaign launch event took place at Manila House in Taguig City on 25 April, aimed at showcasing Samsonite’s responsible journey of innovation and sustainability.

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“We are proud to launch the Samsonite trade-in program as part of this journey. It all starts from how our bags are designed and made. We ensure durability and the use of recyclable materials to keep our products away from landfills for as long as possible, and to reduce our impact on the planet,” said Michael Corpuz, the country head of Samsonite Philippines at the launch event.

The campaign was done in partnership with MSocial for on-ground activation and KOL, Vision & Expressions for PR, and OMD for the media buy, Samonite said to MARKETING-INTERACTIVE. The campaign will be featured primarily on digital channels such as social media, partnership with KOLs, as well as in-store activations. The objective of the campaign is to incorporate sustainable practices into the brand's product innovation and bring a positive impact to communities. 

“At Samsonite, we're all about providing innovative and durable travel products, but we're equally passionate about our commitment to sustainability. That's why we're excited to launch our first-ever Samsonite Trade-in Program in the Philippines, as part of our journey towards a more responsible and sustainable future,” said Hazlina Dayangku, assistant director of marketing and brand strategy, SEA of Samsonite in her LinkedIn post.

"We're very proud of the great strides we've already taken, but eventually there's so much more to accomplish. Through this first trade-in program of Samsonite in the Philippines, we provide our consumers with a chance to take part directly in our sustainability efforts. We have also partnered with today’s eco-warriors, such as the World Wildlife Fund (WWF-Philippines) and EnviroTech, to raise awareness of environmental concerns and secure a more sustainable home for us,” Dayangku told MARKETING-INTERACTIVE. 

As for Envirotech, the Davao-based recycling company will transform traded luggage into new school chairs for Labo Elementary School in Marinduque.

The luggage trade-in promotion will run from 17 April to 31 May 2023. People can bring their old suitcases to a participating Samsonite store and get up to 35% off on the Niar or Oc2Lite luggage. Participating stores include Samsonite stores in Greenbelt 5, Glorietta 3, Central Square Mall, Podium, Shangri-La Plaza, to name a few; and department stores such as SM Makati, SM Megamall, SM Mall of Asia. 

The campaign is just one of many creative ideations that Samsonite has carried out in the name of sustainability. In 2022, Samsonite Singapore also partnered with WWF Singapore for a luggage trade-in campaign, which raised SGD39,070 for the Earth Hour Project, reflecting the company's commitment to sustainability. The brand also enlisted Singaporean multidisciplinary design studio to upcycle the pre-loved luggage into multipurpose trays for customers to redeem in stores. 

Apart from its commitment to ESG (environmental, social, and governance), the company has always been keen on pursuing collaborative partnerships that celebrate shared values. In April, Samsonite Singapore has launched a new collection with footwear brand New Balance to celebrate individual expression and versatility. The campaign named “Live Undefined” was inspired by the expressive nature of the urban city dweller who is simultaneously juggling different professions and passions, said Samsonite in a statement. The collection additionally seeks to encourage individuals to live and pursue their dreams fearlessly, fuel their desire to stand out, and foster a love of exploration.

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