Samsonite makes TV foray with CNN deal

by Media Week, Media Week 29-Apr-08

Travel gear company Samsonite is to sponsor a new multi-platform series on news channel CNN International, marking the travel brand's first TV ad campaign in four years.

As part of a year-long deal, brokered by TBWA, Samsonite is sponsoring
My City My Life, in which celebrities show viewers the highlights of
their favourite cities.

The sponsorship starts this Saturday and will promote Samsonite's

long-running Life's a Journey campaign - launched in 2005 - with brand

and product advertising.

Samsonite aims to tap into CNN's reach across Europe, the Middle East,
Africa, Asia and Latin America.

It will also sponsor the series' online destination on CNN.com. A
bespoke My City My Life microsite will stream the programme and include
written profiles and galleries of the personalities and guides.

A user-generated content component will invite users to submit tips for
the cities in the show and cast votes for each. A branded promotional
campaign will run across TV and web to drive interest in the show.