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"creative campaign case studies the client - Tripp Ireland"

Background Tripp, the number one luggage retailer in the UK and exclusive retailer of luggage to Debenhams, recently launched a campaign to promote two new ranges of luggage in Ireland. The Campaign The three month campaign aimed to raise awareness of John Rocha’s new Punch Work Collection, a seven piece signature range in John Rocha’s black and taupe colours. The campaign also set out to promote the latest travel range from Orla Kiely, a unique and instantly recognisable set featuring wheeled suitcases, hand luggage, laptop cases and a vanity case. The Plan and Placement The campaign was planned and created in the UK by digital media agency, NUMO Group, and involved PR and digital advertising across two of Ireland’s largest media platforms, the Irish Times and RTE. The objective of the campaign; to drive traffic to Tripp’s new website www.trippluggage.ie and to capture data in new market segments from a series of online competitions.* NUMO aimed to raise the profile of Tripp in Ireland by gaining the brand in excess of one and half million views during the three month campaign. “Tripp only entered the Irish market in the last few months, so this campaign will play a vital role in increasing the brand’s visibility amongst a key ABC1 target audience” says Steve Tomkinson, director of NUMO. The media included The Irish Times website, this alone receives over 17 million page impressions a month and 67% of those are ABC1. So NUMO were confident that Tripp’s target audience would get plenty of opportunity to see the brand and take part in the competition to win some of the most exclusive luggage ranges on the market. Each month of the campaign, competition entrants get the chance to win up to €700 worth of luxury designer luggage from both John Rocha’s Punch Work Collection and the new range of Orla Kiely luggage.

The Creative The focus was to get penetration for Tripp via the well known brands of John Rocha and Orla Kiely, working within the constraints of the two major brands, we designed simple media on a tight budget that reflected the brands and gave Tripp the maximum space allowed. * Note – Banner adverts on the Irish Times and RTE websites were only visible to Irish viewers with Irish IP addresses